CWB MAGAZINE JANUARY ISSUE 86

ChildrenSwearBuyer

january/feBruary 2014iSSue 86

£9.95

BuBBle londonexclusive preview of theautumn/winter 2014 show

BaBy Shower gift guide gifts available to get in-store now

Moda footwear Preview of this season’schildren’s footwear offer

cwb86 Main Document_Layout 1 14/01/2014 12:38

VIEW THE COLLECTION AT BUBBLE, STAND C1 OR TO BOOK AN APPOINTMENT PLEASE CONTACT JOULES ON T: +44 (0) 1858 435261 E: [email protected]

2014AUTUMN WINTER


January/February 2014 03cwb-online.co.uk � � �

REGULARS FEATURES SCHOOLWEAR� � �

05: Comment

06: News

08:NCWA

14:Open for businessLegal and business advice plusindustry opinion

16:Retail therapyStore profiles and retail news

20:Brands to watchEditor’s pick of brands

26:Style guideChristeningwear

58:Laura lovesThe coolest products for kids

70:Talking point:Rachael Lainé

24:Baby shower gift guide Baby shower product available toget in-store now

30:A little national treasure Lilly + Sid co-founder ImranHassan on the brand’sdevelopments

32:Bubble a/w 14 previewExclusive preview of this month’sedition of Bubble London

46:Once upon a time, in a land far, far away…A/w 14 fashion shoot

54:Stylesight: A/w 14Fashion and design trend agencyStylesight’s key looks forchildrenswear this season

56:Moda Footwear previewHighlights of the a/w 14 kids’collections available at the show

63:News

64:Woven in WalesThe latest on the second-generationfamily business, which recentlyunderwent a rebranding

66:Magic for business How TheMagicTouch is puttingimage transfer printing back in thehands of suppliers to schools

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26 & 27 January 2014Business Design Centre, London

A great mix of children’s productsA unique buying experience

Register for free tickets at bubblelondon.com

January/February 2014 05cwb-online.co.uk �

I have personally never been one to makeNew Year’s resolutions. I know many peoplewho do, and not only in terms of personalgoals, but with regard to work aspirations,too. Whether you make resolutions or not,the start of a New Year is the perfect excusefor renewed optimism and an incentive toaction new initiatives and fresh ideas. Youmay already have plans in mind of how tomake your business more profitable,efficient or productive this year, but if youare looking for inspiration, take a look at theOpen for Business feature on page 14,where we ask three industry experts toprovide their top tips for a more successfulbusiness in 2014.

Whether you are a retailer or brand, thefirst thing on your mind right now, however,is most likely the impending a/w 14 tradeshows. Bubble London, the UK’s onlydedicated exhibition for children’s clothing,gifts and interiors, is taking place on 26-27January at the Business Design Centre,Islington. As the event’s official mediapartner, CWB brings you an exclusive andextended preview of the show this issue onpage 32. As well as highlighting some ofthe new, exclusive and key returning brandsthis season, we also have details on theshow’s programme which, for a/w 14, willinclude the exciting addition of BubbleRunway, the event’s first ever fashion show,taking place on the opening day at 1.15pmand 4.30pm. Also in this issue we take alook at what leading trade exhibition ModaFootwear will have on offer in terms ofchildren’s footwear collections for its a/w 14

edition on 16-18 February at Birmingham’sNEC.

In schoolwear, we look at the storybehind The National Weaving Company onpage 64, which is a second-generationfamily business and Welsh manufacturer ofwoven labels and nametapes that suppliesover 800 schoolwear retailers and whorecently underwent rebranding.

Our profile on TheMagicTouch on page66, meanwhile, tells why this company isactively targeting the school sector andwhat opportunities it can offer the industry in generating new businessthrough image transfer printing.

For those of you heading off to tradeshows, I wish you a successful buyingseason, and look forward to bringing youCWB’s round-up of a/w 14 when we returnfor our next issue for March/April.

Laura TurnerEditor

CWB is published 6 times per year by RAS Publishing Ltd, The Old Town Hall, Lewisham Road, Slaithwaite, Huddersfield HD7 5AL. Call 01484 846069 Fax 01484 846232 cwb-online.co.uk

Copyright© 2014 CWB Magazine Limited. All rights reserved.Reproduction of any written material or illustration in any form for anypurpose, other than short extracts for review purposes, is strictly forbidden. Neither RAS Publishing Ltd nor its agents accept liabilityfor loss or damage to transparencies and any other material submitted for publication.

CWB is a joint venture between RAS Publishing and the National ChildrenswearAssociation.

A Buyer Series Fashion BusinessPublication CWB is a fashionbusiness publication produced byRAS Publishing Ltd.Other titles include WWB and MWB.RAS Publishing is an ITE Groupcompany.

Editor Laura Turner [email protected] Contributors Isabella Griffiths [email protected] Christina Williams [email protected] Victoria Jackson [email protected] Sub editor Amanda Batley [email protected] Michael Podger [email protected] Clive Holloway [email protected] James Lindley [email protected] Richard Boyle [email protected] Sales manager Helen Hodson [email protected] Subscriptions Caroline Mackinnon [email protected] of childrenswear Lindsay Hoyes [email protected] Production director Gill Brabham [email protected] Marketing director Stephanie Parker [email protected] Managing director Colette Tebbutt [email protected] Reprographics/printing Image Data Group Ltd 01482 652323

January/February 201406 �

Superlove is a new British children’s brand for 0-2 years produced from 100 per cent merinowool. With a collection comprising baby andtoddler merino base layers and sleep bagsdesigned to suit the British climate, the labelaims to get more children playing outsidecomfortably.

“We Brits all too often use the weather as anexcuse to stay indoors but, with the right kit,there’s no excuse,” says brand co-founder, BeckySayer. “Superlove was inspired by our belief thatconnecting with the great outdoors bringsimmense benefits to children.”

The debut collection includes a long-sleevebodysuit, unisex leggings, double-layer reversiblehat and a merino-lined sleep bag with 100 percent cotton outer.

US brand Hickies is launching to the UK marketwith its patented lacing system, which replacestraditional shoelaces and turns any shoe into aslip-on.

Made from high-grade elastic components,Hickies laces expand and contract with the footand are engineered to withstand the forces ofvarious types of activities. Available in a choice ofcolours, the product fits a wide range of shoesdue to its universal size.

Hickies is currently in the process of expandingits product range further and is availablewholesale in the UK via Beacon BrandManagement.

This season’s Bubble London, taking place on26-27 January at the Business Design Centre,Islington, will see the introduction of a fashionshow to its programme.

Entitled Bubble Runway, the new feature willprovide an overview of key a/w 14 looks takenfrom the event’s clothing and accessoriescollections. Taking place on Sunday 26 Januaryat 1.15pm and 4.30pm, Bubble Runway will playan integral part of the exhibition, with modelsparading through the heart of the show.

“This is a welcome addition to the show, and weare incredibly excited to bring together a previewof the season’s designs alongside our trend areaand seminars,” says event director LindsayHoyes. “Bubble Runway will bring the collectionsto life and enable buyers to see how these lookscan be put together.”

The latest trends in childrenswear will also bepresented to visitors via free trend-forecastingseminars hosted by Collezioni’s associate editorand freelance stylist, Peppe Orru, andStylesight’s childrenswear specialist, KimMannino. A full seminar schedule is available atbubblelondon.com.

Fashion design student Stephanie Smith haslaunched Nell & Bets, a label of classic andexclusive handmade girlswear for ages 1-5 years,available online at www.nellandbets.com.

The 21-year-old Shropshire designer set up thecompany while on an industrial placement yearas part of her studies at the University of Leeds.In preference to taking an internship, Smith ispursuing a goal that will take her beyondgraduation by establishing her ownchildrenswear brand.

Future plans for the brand include launching intowholesale, and expanding the collection tofeature boyswear, subject to demand.

Children’s Worldwide Fashion Group (CWF)continues to build and expand upon its brandpartnerships under licence with the addition ofLee kidswear for a/w 14.

The exclusive licence agreement in Europe,Russia, Middle East and Africa, has been signedbetween CWF and Lee H.D Company for thedesign, production and distribution of the Leecollection for girls and boys aged 0-16 years.

CWF’s collaboration with Lee provides a newdenim offer to the CWF portfolio of luxurychildren’s fashion under licence, which alsoincludes Billieblush, Boss, Burberry, Chloe,DKNY, Little Marc Jacobs and Timberland.

The Craghoppers Bear Grylls kidswear collectionhas been expanded for a/w 14 with a full rangeof outerwear, trousers and T-shirts.

Key to the outdoor range is the new Bear KidsCore Plus Jacket with AquaDry waterproofbreathable technology for ages 5-6 years throughto 13 years. Features include synthetic insulation,abrasion-resistant shoulder prints for protectionwhen carrying a backpack, an elasticated hood,two pockets with weather-proof zips and a Velcrofastening storm flap with inner zip guard.

cwb-online.co.uk

January/February 2014 07�

Breadnut Clothing is a new UK-manufacturedboyswear brand available for five to 12 years of age.

The label’s aim is to offer urban, colourful andcontemporary designs that avoid stereotypicalicons such as “cartoon racing cars anddinosaurs” but, equally, are age-appropriate andnot “too grown up” for the pre-teen market.

The debut collection comprises five differentdesigns of snapback caps, two drop-shouldersweatshirts and three T-shirts, with plans toexpand the offer going forward.

SATRA, a leading research and technologyorganisation for consumer products includingfootwear, leather goods, apparel and toys, hasreleased a limited-edition shoemaking book.

Written by SATRA experts, each of the 44chapters of basic shoemaking takes the readerthrough the entire process, from pattern-cuttingto final inspection and boxing. Targeting all thoseworking within the footwear manufacturingsector, including students, designers, developers,technologists and operatives, it is also suitable tosourcing companies, retailers, productdevelopers as well as components and materialssuppliers throughout the footwear supply chain.

For more information or to order copies visitwww.satra.co.uk.

The Brit Pack is a new collaboration formedentirely of British brands that design andmanufacture within the children’s arena. Thepremise for the initiative – involving Grubbies,Eggnogg, Helen Gordon, Picaloulou, TweediesOriginals, Immink, White Rabbit England, TheBright Company, Kid-Eco, Funky Feet Fashion,Hop & Peck and Fingerprint Jewellery – is to helpsupport and build recognition for children’sproduct designed and made in Britain.

The collaboration is the inspiration ofchildrenswear label Grubbies’ co-foundersCarolyn Jones and Charlotte Hoffman, who sharea passion for British-made product. By workingcollectively with other labels, Jones aims togenerate greater awareness for British-madechildren’s brands.

The Brit Pack initiative utilises the socialnetworks #TheBritPack.

A collaboration between Christian Lacroix andFrench childrenswear brand Petit Bateau haslaunched exclusively at Selfridges London.

Lacroix produced the range of garmentsreflective of his own childhood, inspired by acombination of boats and the sea combined withthe Palais Garnier opera house and ballet. Thecollection comprises belted striped tops, puffballskirts and dresses.

“I belong to a generation whose childhood waslulled with tunes such as Au Clair de la Lune andsongs about little boats,” says Lacroix. “I worewhite ribbed vests and garments whose touchand feel I still remember.”

Gayle Haddock, owner of London independentbaby boutique Carry Me Home, has teamed upwith Baberoo to create a capsule collection oftights for babies and children.

The range features fun prints and a colour paletteof grey, red, navy and pink, and will be available viaCarry Me Home, Baberoo’s European distributorDiddywear, and various stockists in the UK.

“Gayle was one of our first stockists of Baberootights when we launched the brand in 2011, andit seemed obvious that a retailer with aknowledge of the market and a passion for kids'fashion would be the perfect partner,” saysDiddywear’s owner, Christine Brant.

This season sees the launch of Justafit, a patent-pending toddler onesie designed by newBritish label Infasense. Featuring adjustableVelcro straps around the ankles, the design aimsto reduce the dangers associated with ill-fittingfeet on conventional onesies when children startto crawl and toddle. The design also includessimilarly adjustable straps around the cuffs tohelp to avoid mess as babies are weaned.

“We all recognise that no two babies are thesame, and it’s therefore equally comprehendiblethat one size won’t fit all,” says brand founderCaroline Driver. “The Justafit adjustable onesieprovides a simple solution to this problem andhelps to reduce risks posed by ill-fitting onesies.”

Manufactured from hypoallergenic, breathablecotton, the Justafit is available in five colourwaysand five sizings, from six months to three years,and is distributed by Bebelephant in the UK.

cwb-online.co.uk

GRUBBIES


• Membership is open to everyone involved in theBritish childrenswear industry.

• Associate membership, open to non-Britishorganisations, is now available.

• Membership costs from £85.

MAISIE AND FRANK

1 Station Buildings, Bromley, KentSarah Garrard’s childrenswear shop, Maisie andFrank, in Bromley, Kent, celebrated its firstbirthday last month. Gerrard is pleased with thecustomer response she has received over thepast year, and, feeling positive about the yearahead, is looking forward to the many newbrands she will be introducing to the store for s/s14. “We want to keep our customers interested bycontinually adding new brands and accessories,”she says. Key labels currently stocked by Maisieand Frank include Kissy Kissy, iDO, Miski Wawa,Condor, Mim-Pi, No Added Sugar, Joules andAgatha Ruiz de la Prada, with toys available fromLe Toy Van, Orange Tree and Jellycat.www.maisieandfrank.com

KENNEDI

Kennedi is a boutique situated in Brigg,Lincolnshire, offering womenswear andmenswear collections alongside childrenswearfrom brands such as Mim-Pi and TommyHilfiger. The store is heavily supported by regularclientele and managed by knowledgeable, helpfulstaff working to make customers’ shoppingexperiences positive and pleasurable. This is anethos and service extended to Kennedi’s website,with customers invited to get in touch with theboutique with online purchase queries, such asadvice on fit, fabric or returns and postage terms. The website has been developed withcustomers in mind, designed to be easy tonavigate with effective search facilities and anefficient checkout process. www.kennediboutique.com

EXECUTIVE DIRECTOR’S COMMENT:

NCWA Council: Chairman SHARON BEARDSWORTH Emile et Rose ManufacturerVice Chairman DAVID HULL AgentImm Past Chairman DAVID BURGESS David Luke Ltd ManufacturerTreasurer COLIN WILSON

Council Members: NUALA MCKENNA Nuala McKenna Agencies Agent. DIANE SHAW Agent. SARAH TAYLOR Agent.RAY WILLIAMS Agent. HANNAH MCHALICK Oh Baby London Manufacturer.MALCOLM TRAVIS Travis Designs Manufacturer. RACHEL RILEY Rachel Riley Manufacturer.JANETTE REED Cotswold Kids Retailer. VIRGINIA ROSS Pollyanna Retailer.

President: KEN SCATES Marketing and sourcing consultantVice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultantExecutive Director: ELIZABETH FOX

Bubble London is on its way, and everything is looking good for the premiumchildrenswear show.

Top established brands are joined by new ones, some of which will be the best-known labels of tomorrow. So if you are a retailer, you have the chance to be aheadof the game. Walking down the aisles allows you to spot the new trends, styles, fabricsand colours. A full seminar programme also gives you the chance to update yourknowledge or even introduce you to something new.

NCWA will have its usual stand in the Gallery, and Michelle Payne and I look forwardto seeing you on the stand. If you are not a member, you are also welcome to comealong, and we shall be happy to talk to you about what the Association offers.

Have you seen NCWA’s new retail training videos? A “taster” video is in the publicpart of our website (www.ncwa.co.uk), and also on YouTube. The seven videos are in theMembers section and can be watched individually or as a series. Presented by MissJackie Cook, who is well-known to many and also a vice president of NCWA, the videoscover a wide range of topics for those embarking on a retail business. The videos arealso useful as a “refresher course” for those who have been in business for some time. Ialso know of at least one manufacturer, supplier and agent who have told me that theynow have a better idea of the challenges faced by independent retailers.

Do let us know what you think of the videos. We already have ideas for other areaswe might cover, and not just for retailers, so we would like to hear from you what subjectsyou would like us to tackle.

The Chancellor’s recent Autumn Statement contained some good news for the highstreet and for small businesses in general. While some may complain it is too little toolate, there does seem to be a recognition by the government of the difficult trading thathas been faced by small retailers, and that the concerns voiced in the media – nationally,regionally and in the trade press – have been heard. A cap on the increase in businessrates, a £1,000 business rates discount to help the high street and a doubling of theSmall Business Rate Relief are all to be welcomed, as is the incentive to employ staffunder the age of 21 by abolishing National Insurance Contributions for those earningunder £813 per week. Let us hope that the Low Pay Commission is equallyunderstanding and does not recommend a disproportionately high increase in theNational Minimum Wage and that, if it does, the government rejects it.

If you would like to learn more about NCWA, visit www.ncwa.co.uk. You can alsoemail us at [email protected], call us on 020 7843 9488 or write to us at 3 QueenSquare, London WC1N 3AR.

Elizabeth P Fox

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Childrenswear brand Dimity Bourke is launchinga resortwear collection, available year-round.Following the Australian label’s UK launch atBubble London in June 2013, it returns to theshow this season to showcase the new line amidits a/w 14 offering.

The pure white resortwear collection, titled An Indian Story, offers versatile pieces suitablefor both casual and more formalwear produced invoile, poplin and brushed cotton with intricateembroidery and lace detailing. The hero piece isthe Akshita Skirt in cotton voile, featuring a bowbelt and finished at the hem with a geometricpattern of white and silver sequins and anembroidered border.

To celebrate 10 years in the trade, ethicalchildrenswear brand Pigeon is launching a newhome nursery range for s/s 14.

The Pigeon Home collection debuts withblankets, quilts, swaddle wraps, hooded towelsand matching wash mitts, initially available in thebrand’s signature bird and elephant designs tocomplement its clothing offer, with plans toextend the line further over the coming year.

Pigeon uses organic cotton, with all of the label’sproducts across both its clothing and homerange free of chemical residues. Pigeon Homewill be showcased at this month’s BubbleLondon, with products available from the end ofthe month for delivery in March.

British babywear brand Zippy will make itsBubble London debut this season to launch anextended collection of product.

Catering for 0-18 months, the brand isexpanding its collection of Zippy Suits, which arepopper-free babygros with a zip, to include itsfirst ever range of daywear. The clothing line forboys and girls offers romper-suit outfits – suchas an all-in-one romper-suit dress – featuringunique hand-drawn designs.

“We have an in-house artist who helps us createcolourful, quirky artwork for our babywear, andwe are continually creating new designs so thereis fresh choice for our customers,” says Zippyfounder and creator Nicole Graham.

In order to offer its stockists and their customerssomething new, Mini A Ture has focused onredeveloping, rather than re-running, previousstyles for a/w 14, and will be offering a collectionthat covers all occasions.

Taking inspiration from the wild and vast NorthAmerican woods, the brand’s key pieces for boysthis season include chinos, checks andcamouflage and, for girls, printed dresses andshirts featuring feminine detailing. Otherhighlights include a range of different jerseyprogrammes including a soft sweat and variousdelicate knitted programmes using heavy andlighter gauges. An extensive range of patternedtights in the same colour palette as the maincollection is also available for a/w 14.

New NCWA member AliOli Kids is the appointedUK agent of Barcelona brand Condor. Condorproduces a range of high-quality children’s socksand tights – as well as offering the production ofown-brand tights and socks – alongside twochildrenswear collections per year catering fornewborn through to 12 years of age.

AliOli Kids has been representing Spanishchildren’s and baby clothing labels in the UK andNorthern Europe since 2012. Services it offers toits brands include management of existingclients and new client acquisition; a showroom;development, implementation and managementof a PR plan as well as photography, brochures,digital catalogues and other support material forthe UK market.

Established in Middlesex in 2004, family owned children’s clothing shop Cachet Kidsrecently utilised the services of the NCWA to seek consultancy on an issue surrounding its trademark.

The retailer encountered problems when applyingfor its Cachet Kids trademark when lifestyle brandand retailer Cath Kidston raised concerns thatconsumers would confuse Cachet Kids with its ownCath Kids brand, as both share similar letters.

Following NCWA’s legal research and consultancy,Cachet Kids represented itself in the trademarkcase supported by an NCWA witness statement.The outcome saw the Intellectual Property OfficeTribunal issue its judgement in favour of CachetKids, and ordered Cath Kidston to pay costs,stating the average consumer will not confuse themark of one of the undertakings for that of theother and that there is no likelihood of confusion.

Early Days, Baby Shoes for all Occasions

Hand made in the UK since 1952

New leopard print leather styles nowavailable including new bootee design

See the complete range of over 80 styles at Bubble, 26th - 27th January

Stand number B50

For our latest catalogue or more information please contact:

Early Days15 b Mandervell Rd, Oadby,

Leicester, LE2 5LQ Tel: 01162 716944

Email: [email protected]


HOW CAN I ENSURE MY STORE ISPROTECTED FROM THEFT AND LOSS?

Security and merchandising technology play akey role. However, there are also a number ofpotentially underestimated areas. Firstly, andmost importantly, we must look atmerchandise, both in terms of its availabilityfor shoppers, but also its accessibility toshoplifters. Products on display are great newsfor the consumer, who wants to physicallyexamine a product before making a purchase,but it’s also handy for the shoplifter lookingfor an opportunity to steal. Fortunately, there istechnology available that allows stores to keeptheir products on display withoutcompromising the customer experience orrisking the losses associated with shrinkage.

For fashion or apparel retailers, securitytags are available that have been designed toattach directly onto small, expensive items.They are discreet and virtually invisible toshoppers and, when used in conjunction withsecurity antennas, are perfect for raising thealarm when a shoplifter is about to leave astore with the stolen item. They are ideal whenit comes to protecting a smaller, boutique-typestore, where aesthetics are key, as the storedesign can remain virtually undisturbed andmerchandise can be left on display.

In addition to physical deterrents, thereare also a number of potentially underestimatedtechniques which, when combined with othersystems, have proven to deliver returns timeand time again. At the heart of the issue is theneed for a company-wide anti-theft culture.Everyone in an organisation needs to be onboard with the concept of loss prevention andunderstand the role they play in helping tocombat the problem. Staff also need toreceive frequent training to ensure they areequipped to deal with potential theft incidentsbefore they occur.

www.fashionlaw.co.ukwww.foxwilliams.com

FORCE MAJEURE CLAUSES – A MEANSOF PROTECTION?

News media reports draw attention to a fast-approaching energy gap. Within thelifetime of the current parliament, the UKcould face a switch-off in electricity supply.Indeed, last winter the UK’s gas stocks weredown to just a few days.

For sure, energy hardship for manybeckons. But for businesses, the result is likelyto be that many commercial contracts will notbe performed.

The consequences of non-performancewill depend on what the contract does or doesnot say. Many commercial agreementsincorporate a specific clause, designed toapply where contractual performance hasbecome impossible because of circumstancesthat were not envisaged by the parties and areoutside their control. Typically a provision ofthis nature is known as a “force majeureclause”.

Such clauses can be quite detailed.Usually a well-drafted clause will set out aseries of force majeure events. It will also statethe consequences of such an event occurring.

Often the clause will refer to Acts of God.What is less clear is what happens if Acts ofGod is defined as “including fire, flood,earthquake, storm, hurricane or other naturaldisaster”. To what extent is “other naturaldisaster” to be interpreted by reference to thespecific Acts of God that are listed before it?

Usually force majeure clauses will providefor the suspension of obligations during theperiod of the force majeure event. If itcontinues beyond a specific time, it is usualfor the clause to provide for the contract to be cancelled.

Most importantly is the question of theobligation of the party subject to the forcemajeure event to compensate the other party.

Given the nature of the force majeureclause, the clause should state that theparty suffering the event is not liable tocompensate the other party.

When a particular event occurs, it isunderstandable that the parties will seek todetermine whether it is covered by theforce majeure clause. However, this is onlypart of the story so far that it is necessaryfor the clause to have been properlyincorporated into the contract in the firstplace. If it has not been, the clause will beof no value whatsoever. A clause will onlybe incorporated if it is brought to theattention of the other party at the time thecontract is made.

Despite belief to the contrary, it mostcertainly is not incorporated into a contractif it appears only on the reverse of aninvoice. In such a situation the clause willnot be worth the paper it is written on, letalone the ink used to print it.

Looking around the world it is possibleto see periodic fuel blockades, acts ofterrorism and transport strikes that happenon a regular basis as a series of unrelateddirect acts or demonstrations being takenby different groups. It is likely that suchactions will grow in number and forceirrespective of whether or not they aresupplemented by Acts of God. As such, thequestion is whether or not you want yourcontracts to be covered in such situations?© Fox Williams LLP 2013


With more and more pressure fromsupermarkets’ own-brand childrenswear,low-cost online retailers and the likes ofPrimark and H&M, you have got to becrystal clear about what your brand standsfor and what you are giving your customers.Here is a quick reminder of how to keepyour brand in great shape as you head into 2014.

What is it that you promise to yourcustomers, and why is it different to otherretailers in your space? In today’s world it isalmost impossible to compete on price, sothink about other ways you can differentiateyour brand: expertise in your field, perhaps;or giving over some space to emerging orlocal childrenswear designers.

If you’re going after time-pressedmums, make sure everything youcommunicate reflects ease and convenience.If it is mums at leisure, focus on welcomingbrowsing and regular visits that don’t alwaysresult in purchase. Remember, whatever yousay about your brand must be somethingyou are prepared to live up to every day.

It is a cliché, but people really are morelikely to buy from people – it’s the one bigadvantage you have over a nameless,faceless supermarket giant. So make sureyour customers hear about your passionsand your history. What led you into thebusiness? What keeps you going? We’vefound that every brand has a story to tell ifyou look hard enough, so make sure you findand use yours.

www.thevalueengineers.com

January is a good time to start planning aschedule for releasing news stories aboutyour business throughout the year. Everyeditor will say to reporters pitching a story“what’s the hook/peg?”, so a good way toget coverage is to link your story to thetime of year, anniversaries or news events.Here’s a month-by-month run down tostart you off:

January: if you produce ski clothes andproducts, this is when they’ll get coverage.February: Pancake Day, Valentine’s Day,Chinese New Year and, of course, NationalStorytelling Week. March: Spring hassprung so it’s time for Crufts, Comic Relief,Mother’s Day and Fairtrade Fortnight – withthe right products, you could use all of theseas pegs. April: Easter, so prepare for cutebunnies, fluffy chicks and lots of eggs. May:Half term, British Sandwich Week, and theanniversary of the invention of Coca Cola!June: All about the summer and holidayplanning. July: It’s the start of the schoolholidays, and monthly magazines will bethinking about Christmas (yes, really), soyou need to, too. August: Traditionally aquiet news time, so if you’ve got a decentstory, this is a good time to pitch it. Thinkabout festival season – Edinburgh, Readingand Notting Hill – and those especially forkids, such as Lollibop. September: Back ToSchool, harvest festivals, the Great RiverRace in London and the Great North Run.October: It can only be Halloween.November: Bonfire Night, Children in Needand St Andrew’s Day. December: If you’reaiming at weekly and daily news, pitch yourChristmas and New Year stories now.

This is just for starters – a quick onlinesearch will be bound to yield an anniversaryor event that works for you so, from now on,when you contact an editor about a storyand they ask you, “What’s the peg?” there’sno excuse.

www.roughhouse.co.uk

The consumer has more power than everbefore in retail. They can shop acrosschannels, browse with the world at theirfingertips and price-check in a second.

A retailer needs to have a clear offer to thecustomer, and build up a consistentreputation with it. What is your offer? Areyou price-led? (The buying power of the“giants” makes this an unlikely choice formany). Are you emotionally-led? How areyou connecting with the customer?

The biggest challenge I see in the highstreet in retail are bland, “vanilla” stores,which are living in a yesteryear retailexistence. The need to captivate and seduceyour customer into a purchase must be doneto gain the purchase.

My recommendation, therefore, isresearch. Think about the following:Opening hours – consider that customerswant more flexibility; best value andpersonalisation – can you gift-wrap, forinstance?; expertise and knowledge – amajor necessity; and service with a smile –internet shopping does not have humaninteraction and warmth – yet. Relish,therefore, in being human and having thatinteraction – you could welcome customerswith a drink, help them carry theirpurchases to their car and remember theirchild’s name – do these things and excel inthem. “It’s all about them” is my trademarkquote – what can you do to delight yourcustomer today?

www.insightwithpassion.co.uk

For more industry opinion visit cwb-online.co.uk


MARMALADE250

250 Battersea Park Road, London SW11Jolande Sharp opened retro-inspiredchildren’s store Marmalade250 in partnershipwith her mother, Corinne Sharp, in February2013. With the combined forces of Jolande’sexperience as a former Selfridges’ visualmerchandiser and Corinne’s background inproject management and design, the duo hascreated a truly eye-catching store.

Marmalade250’s offer includes clothing linesfor 0-6 years from brands such as FabricFlavours, Powell Craft, Beauty and the Bib andInch Blue. The clothing is displayed on 50sand 60s up-cycled and revived furniturealongside traditional toys, contemporary giftsas well as vintage toys that Jolande sourcesfrom around the country.

Those unable to visit the store can buy fromMarmalade250’s e-commerce website, whichoffers free delivery on orders over £50.During the build-up to Christmas, the store provided late-night shopping, gift-wrapping service and a special localdelivery service, with plans to run more add-on offers going forward. www.marmalade250.com


MAYORAL

58 Northcote Road, London SW11 Corporate solicitor Elena Sirghi had alwaysbeen a fan of Mayoral for her own children,but little did she know that her passion for theSpanish brand would lead her to openingthe first Mayoral standalone store in Londonin September 2012. As the franchisee,Sirghi currently has UK exclusivity, andhopes to open five Mayoral shops by 2016.Stocking the most comprehensive range ofMayoral in the UK, the store offers clothing,footwear and accessories for newborns, 6-2 months, 2-9 years and 10-14 years.www.ericandamy.co.uk

KIDDIE WOW

For her children’s clothing website, KiddieWow, mother-of-four Cherie Shah carries amixture of personal favourites, drawing onbrands she has found first-hand to beconsistently high-quality for her ownchildren, together with gems she hasunearthed along the way. Catering for boysand girls aged 0-24 months through to 2-7 years, the store stocks brandsincluding Ava & Luc, Ben Sherman,Converse, Kite, Lilly + Sid, Olive & Moss and Slugs and Snails.www.kiddiewow.co.uk

THEIR NIBS

46-47, Upper Berkley St, London W1HChildrenswear brand Their Nibs has openeda new flagship store in Westfield London’s The Village, with a Christmas launch thatsaw the first 30 shoppers receiving a luxurygoodie bag. The British brand marked its10th anniversary this winter with anextended daywear collection for boys, girlsand babies, as well as a limited-editionluxury occasionwear collection suitable forweddings and christenings, all of which canbe found in the new store. www.theirnibs.com

BARNEYS NEW YORK WELCOMES MOLO

DISNEY TEAMS UP WITH BABYCENTRE

RETAIL TRUST RAISES OVER £100,000

Global lifestyle brand Cath Kidstonopened its UK flagship store in the UK

last month in London’s Piccadilly.Marking the brand’s 60th store in the

UK and its biggest to date, it measuresover 7,000 sq ft and offers a space

that combines community, retail andtheatre, with a continual programme ofevents, talks and crafting workshops.

Sophia Webster, British Fashion AwardsEmerging Accessories Designer winner

2013, launched her second pop-upstore last month. Located at 38 KingStreet in Covent Garden, the shop isopen until 28 February, stocking aselection of a/w 13 styles including

those for children.

For more retail news visit cwb-online.co.uk


03: OYU MOYU

Designer Oyuna Tserendorj has built on thesuccess of her women’s and homeware brand,Oyuna, with the launch of Oyu Moyu, apremium baby and children’s knitwear label.The collection includes babygros, blanketsand sleeping bags for 0-18 months and achildren’s range for 2-8 years comprisingknitwear, tops, trousers and dresses, withcashmere, cotton and cashmere-silk fabricskey. Wholesale prices £19-£75.www.oyumoyu.com

01: LITTLE ELEVEN PARIS

New to UK agency Vida Kids is Frenchchildrenswear label Little Eleven Paris, whichcaters for ages 4-14 years. Established in2003, the brand offers pieces that blendclassic looks with inspirations borrowed fromaround the world, as well as from men’s andwomenswear trends. For girls, highlightsinclude laced, knitted and viscose dresses. Forboys, meanwhile, denim shirts, tweed blazersand black skinny jeans are key. A collectionentitled Mini Eleven Paris is also available for0-18 months. Wholesale prices ¤12-¤40.www.elevenparis.com/en

02: STURE & LISA

Established in Sweden in 2008, Fairtrade andorganic childrenswear label Sture & Lisa, forchildren aged 0-3 years, is launching in theUK represented by Roccapina Agency. Thecore of the range is made up of unisex bodiesand jumpsuits, but also includes dresses, T-shirts, trousers, bibs and blankets. Offeringaround 30 pieces per collection, the brand isone to check out if you favour bright coloursand fun prints. Wholesale prices ¤4-¤10.75 www.stureolisa.se

04: ALPHABETTY DESIGNS

Established in 2012, UK childrenswear labelAlphabetty Designs caters for ages 12 monthsto 12 years. The collection has a vintage andwhimsical feel, with key pieces for girlsincluding a dusky pink tweed A-line dresswith pleat and bow detail at the neck availablein short sleeve, or long sleeve with a flutedelasticated cuff. For boys, highlights include100 per cent cotton printed shirts withcontrasting collar and cuffs in a relaxed yettailored fit. Wholesale prices £5-£20. www.alphabettydesigns.com

05: THE FABLEISTS

Launched in 2013, childrenswear label The Fableists caters for ages 4-10 years.Designed in the UK, the brand is made inIndia using 100 per cent certified organiccotton, but is also making new pieces in theUK, too. Inspired by vintage workwear andutilitarian clothing, the look is sharp withoutbeing fussy, offering classic, mostly unisexdesigns. Key pieces include artisticallydesigned T-shirts in limited-edition runs of500. Wholesale prices £10-£40.www.thefableists.com

Visit us at Bubble stand C12 + C19


aden + anaisGift set of swaddles, bib, toy and muslin square

£28 020 78016279

Maud N Lil Organic CottonRattle

£4.20 01295 810008

The Square Card CompanyBaby shower card

85p 01305 458786

BambamFour-piece gift set with rattle toy, socks,

teether and comforter£14.99 01442 248103

Ginger RayBaby bingo game

£3 0845 680 2975

Oyu Moyu Cashmere sleeping bag

Price on request 020 7183 9301


VevianHandmade baby shoes and gift box

£52 07783 975155

The Typecast Gallery Baby shower card

£1.10 01202 849566

Belle & BooQuilt

£12.50 0117 924 6382

BluebirdSeven-piece celebration cake

£29.99 01442 824489

Elks & AngelsSheepskin bears

From £13 07985 747660

Ginger RayBaby shower invitations

£2 0845 680 2975

Hokolo LondonBabygro, rattle and blanket gift box

£31.50 07711 698689

Love BooMother and baby skincare gift set

£9.10 01924 370240

Milestone Press Memory book

£12.50 07503 403730

The Typecast Gallery The Typecast Gallery


ANGELS AND FISHESFrom £55.99, 01604 710851

—

ANNAFIE£43, 020 7602 3850

—

TUTU DU MONDE¤51, 07868 039843

—

EMILE ET ROSE£27.80, 01392 677555

—

I LOVE GORGEOUS£62, 01748 822055

—

ADORE BABY £75, 0141 644 4565

—


Laura Turner: Where did the concept for Lilly + Sid come from? Imran Hassan: Myself and my wife, Emma, thecreative director and co-founder of Lilly + Sid,had worked for leading retailers in buying anddesign management roles for around 15 yearsbut had always wanted our own business.After the birth of our daughter we couldn’tfind the type of quality, fun and accessiblypriced clothing we wanted for her. Three yearslater when her brother came along, we found iteven more difficult to dress him, so wedecided to create our own brand, Lilly + Sid,named after our children. That was in 2009,and we launched with a capsule range of year-round, coordinated babywear.

LT: What has helped the brand’s growth since launch? IH: We were extremely fortunate when startingup that the factories we had previously workedwith for many years agreed to work with us onLilly + Sid, producing tiny quantities with thehighest level of commitment. We still workwith them today, producing high-qualitygarments in ethically audited factories. Thedebut collection was also bought by our hit listof ideal stockists including Harvey Nichols,Harrods, Selfridges and Brown Thomas, whichwas a great springboard to showcase thebrand. It wasn’t long before we realised thatwe needed to introduce a seasonal range tocreate constant newness and a “reason tobuy” – continuity product is now only a tinyproportion of our range. Growing businessrequirements and the added workload ofcreating new, seasonal ranges meant giving

up our day jobs which, at that stage, we stillhad. It was a huge leap of faith, but we hadenough capital to self-finance the business,and the opportunity to focus 100 per cent onLilly + Sid was amazing. Alongside rapid salesgrowth – doubling turnover each year – ourmany design, business and consumer awardwins have also been key in highlighting ourbrand potential. Hitting our £1m turnover goalwas a huge milestone for us, too, and a realtime for celebration.

Despite our limited marketing spend, wehave been supported by great coverage in thetrade and consumer press, which has raisedawareness of our brand along the way. This yearwe have also been named in The Guardian’stop 10 ethical childrenswear brands for ourcommitment to working with factories withgood working conditions and because wedonate a percentage of all profits to UNICEF.

LT: The brand’s offer has come a long way from its debut collection. What does itnow comprise? IH: The Lilly + Sid collection caters for0-8 years. We run a baby range up to 24months, and our most recent additions, L+S Brother and L+S Sister, cater for 2-8 years. Overall, we carry around 150 linesper season across a range of woven, jerseyand knitted products.

LT: Why move away from being a babywear-only brand? IH: We had always intended to stay a babybrand, but couldn’t ignore the number ofcustomer requests for older children’sclothing. Two years after launch, our originalcustomers had outgrown the baby range. This,together with our own research and personalexperience as parents, led us to theconclusion that children don’t want to bedressed in the same products as their youngersiblings, so L+S Brother and L+S Sister werelaunched for s/s 13.

LT: How did you address translating thebrand from babywear to childrenswear?IH: From a design perspective, the Lilly + Sidsilhouettes that sell well for baby do nottranslate over the age of four years. We use afocus group of 10-year-old children, who feedus with trend information from theirperspective, and we form different end usesfor the older collections to work towards.Without some of the safety restrictions ofbabywear to consider, our designers canaddress the older age ranges differently,introducing pom poms and functionaldrawcords, for instance. L+S Brother and L+S Sister have had an amazing response,and we expect this season to sell an equalsplit of baby and older products.

LT: How would you sum up the look of the brand?IH: We are trend-led, but not high fashion, and prefer to focus on new modern classicsthat can be passed down through generations.The collection is fully co-ordinated with lots ofsets for babies and “pick ’n’ mix” products forolder kids, which ensures easy outfitting andease of shopping and merchandising. We arepassionate about creating pieces with a pointof difference; something unique. As part ofour desire to create styles with longevity, weare greatly inspired by vintage archives,mixing this up with contemporary colours,styling and prints. We are always looking fornew ideas, which may come from the catwalk,street trends, exhibitions, theatre and vintageshops. Our skater dresses, for example, arecreated using the patterns of vintageballgowns and disco dresses and we have abig collection of vintage story books forcharacter and print inspiration. We also workclosely with our “dream team” of parents andchildren who give us feedback on every aspectof the range, from fit to design and function.Stockists also provide fantastic feedback andnew suggestions for the range.

LT: What are the core bestsellers?IH: Older girls’ dresses, playsuits and olderboys’ tops. For gifting, our knitted blanketssell consistently well. However, we try not tohave a formulaic approach to building ourrange, and our mantra is “there’s no suchthing as a bestseller repeat”. It's crucial to usto always move the product on and give thecustomer new reason to buy. If a product isnot better than the previous season, it doesn’tsurvive the “pre-launch selection” – a processwhere the team collectively reviews the range and only the best products survive.


LT: What is the brand’s market level?IH: The RRPs range from £5 to £35, and weposition ourselves as mid-level designer. Weare passionate about making high-qualitydesign accessible to many and there is anacceptable price limit for any garment. Ourcustomers know that we offer the best pricepoints we can from launch, so will not have ahigh discounting strategy throughout theseason. We have fantastic sell-through at fullprice, and have never ended the season withfull-size availability on any line. Spend onmarkdown, therefore, remains relatively small.

LT: What’s in store for a/w 14?IH: The a/w 14 range, It's Behind You, is ourlargest collection to date and inspired by theBritish tradition of pantomime. There is anelement of dress-up with new accessories,integral masks and 3-D features as well as arich colour palette reminiscent of vintagetheatre, new characters, mystery and magic.We have introduced new product typesincluding knitted playsuits, standalone collarsand a new seasonal Christmas collection.

LT: How many UK accounts does Lilly & Sidhave? IH: We have 200 at present and, despite ourfocus on off-shore expansion, the UK is still ofprimary importance. Growing and maintainingthe strong UK accounts is our aim, fromindependent boutiques to high-enddepartment stores. Our focus is on wholesale,not direct sales, and all of our stockists play a key role in showcasing the brand to our UK customers.

LT: How many off-shore accounts do youhave?IH: We have 150 off-shore accounts. This hasbeen an organic process of growth. Ourbusiness plan shows a more rapid salesgrowth in our targeted countries, mainly theUS and Germany, with other key areasincluding China, South Korea and Italy.

LT: What is the distribution of Lilly + Sid? IH: Across the UK we are represented by ateam of sales agents, and the majority of oursales are indirect wholesale. Off-shore, wemainly work via distributers with their ownwarehousing and freight forwarders to ensureour products can be imported in the most costeffective way regarding duties and tax, therebyour price positioning remains competitive. Weare delighted to have new distributers for theUS and Germany on board, ready to startselling for a/w 14. It’s been a long period ofplanning prior to launch – we were indiscussions with our US distributer for acouple of years, working through pricepositioning, country-specific testingrequirements and legislations. It was key forus to take the time upfront and ease into it, aswell as finding the best distributers torepresent the brand – ie those with our targetkey accounts who represent other brands withwhich we share the same brand DNA, but without cannibalisation.

It’s a steep learning curve moving intonew territories and discovering whichproducts work best, but it’s exciting to see

how these new markets take to the brand. Ourcountry-specific merchandise is very limited,and we are keen to keep things this way toensure a cohesive brand identity worldwide.

LT: What are international customers looking for from Lilly & Sid, and Britishbrands per se?IH: Generally, British brands don’t takethemselves too seriously, and this quirky edgeis what international customers love about Lilly + Sid. We take inspiration from our richcultural heritage and it shows in the pace ofthe range. Our s/s 14 collection, for instance,is based around British artists, primarilyDamien Hirst, while other collections takeinspiration from seaside traditions, summertea parties, Royal culture and street styling.

LT: You manufacture some of the collection inthe UK – what are your reasons for this? IH: All of the hosiery and the majority of ourknitwear is currently manufactured in the UK.Firstly, it supports our cash flow, as wemanufacture and pay for the garments muchlater in the season. Speed to market is great,and allows us to react to styling trends andcustomer requirements. As we can repeat in-season, our stock-holding is much smallerwith the UK products, therefore lowerwarehousing costs to offset against the higher garment cost prices. Most of our UK-manufactured product is made using localyarn. And since all our packaging is also madein the UK, it creates a complete end-to-endprocess from design to shop floor, minimisingour carbon footprint and reducing air miles.As we recognise the excellent standards ofmanufacturing available for certain producttypes, we are looking to move more of ourproducts into UK factories.

LT: Where are you looking to next for growth? IH: Our plan is to remain focused on ourcurrent markets before jumping into too many

additional ones. We feel there is naturalprogression for the brand in some areas ofEurope, and our direct sales off-shore indicatepotential in Russia and South America. Salesgrowth will also come from depth of product,as we increase the offer and look at differentproduct areas.

LT: What are the plans for Lilly + Sid?IH: Our ethos is to recognise our strengthsand work with the best people we can, so wehave some key appointments coming onboard for 2014. These new team members arecrucial in realising our potential over the nextthree years. As our brand grows, the challengeis to remain focused on product and ensurecreativity remains at the core. We are alsolooking at new product areas and new marketsof growth as well as working with designcolleges to create fresh ideas and approaches.Ultimately, we want to continue to enjoybuilding our brand.


DIDRIKSONS

Didriksons is set to showcase one of its mostcomprehensive “head to toe” collections for

kids. Highlights include one-piece suits,parkas, jackets and bib and waist pants,

featuring an extended size system allowing thegarment’s arms and legs to be extended by one

size. Accessories such as hats, mittens andrubber boots are also available.

—Stand C46

YOUNG SOLES

New this season is footwear brand Young Soles,whose key styles for girls include a classic

T-bar, Mary Jane, heritage brogue, ankle bootwith contrast buckle detailing, and monkey

boots with Liberty print cotton laces. For boys,highlights include suede creepers, desertboots, monkey boots, Derby shoes and a

classic brogue.—

Stand VD4

WILD THINGS FUNKY LITTLE DRESSES

Home-grown, British-made childrenswearbrand Wild Things Funky Little Dresses focuses

on strong colours, simple imagery and retroinfluences combined with a hand-crafted feel.Key are play dresses, which offer contemporarystyling and an easy fit. Dungarees, jackets, boldgraphic applique and print pinafores also feature.

—Stand VD5

COLOLO

Established in 2013, Cololo is a UK label thatoffers duffle coats for boys and girls aged sixmonths to five years. The concept behind the

brand is a line of brightly coloured duffle coatswith the option of nine badge shapes, which sit

either side of the coat's toggle fasteners.—

Stand C34

AT THE SHOW:Bubble London, the UK’s only dedicated trade show for children’s clothing, gifts andinteriors, will present its most varied programme to date on 26-27 January at the BusinessDesign Centre, Islington.

First and foremost, this season will see the introduction of a fashion show on the openingday of the event. Taking place at 1.15pm and 4.30pm, Bubble Runway will provide an overviewof key a/w 14 looks taken from the show’s extensive clothing and accessories collections.

Returning favourites, meanwhile, include the Look Who’s Talking seminar programme,bringing the best in business advice and trend updates from leading industry experts, andThe Rising Star competition, which celebrates brands launching their first wholesalecollection at the show.

Other points of interest include Hot off the Press, where childrenswear brand Ruff &Huddle (stand G51) will be offering visitors free customised T-shirts or tote bags created onits own printing press. Additionally, Ashlyn Gibson, art director, stylist, writer and owner ofLondon family lifestyle store Olive Loves Alfie, will be on hand to sign copies of her interiordesign book, Creative Family Home, with photography from the book on display at the show.

Bubble has also teamed-up with new family rental accommodation company Kid &Coe, which ran a competition to provide one lucky winner with a free weekend stay in aMarylebone apartment for the duration of the show. For more competitions, sign-up to theKid & Coe newsletter at www.kidandcoe.com, or follow it on Instagram, Twitter or Facebook.Highlights from Kid & Coe’s rental listingscan be found in Bubble Hub, offering adisplay of some of the most chic holidayhomes on the market. Finally, don’t miss thisseason’s drinks reception following the firstday of the show, held on-site at 5-6pm.


COTTONBABY

New to Bubble and the UK this season is SouthKorean childrenswear brand Cottonbaby.Products on offer include denim, dresses,

knitwear and accessories.—

Stand VE6

MY LITTLE BABY ROCK

This organic textile fashion brand for babiesand young children features an urban rockstyle. Products include seasonal blankets,

muslin blankets, sunshades, newborn hats,bandana bibs, custom-made activity

mattresses and bags. Key prints are skulls,stars, peace signs and guitars.

—Stand VB8

MILK AND BISCUITS

Established in 2012 and catering for 2-8 years,British brand Milk and Biscuits offers a fullcollection for boys and girls including woolouterwear, woven shirts, knit sweatshirts

together with dresses and trousers. Emphasisthis season is on texture and details.

—Stand A63


LITTLE JALO

Swedish baby and toddler brand Little Jalo’scollection consists of products in lambskin,cashmere and bamboo. Key pieces include

foot-muffs, hats, booties, mittens and blankets.—

Stand A59

ADEN & ANAIS

This season aden + anais is supplementing itsoffer of 100 per cent breathable, cotton muslinproducts with an extended bamboo collection

that includes “snap bibs” and sleeping bags. Theadditions complete the brand’s bamboo offer,

which also features swaddles and “burpy bibs”.—

Stand VB14

ERGOPOUCH

ErgoPouch’s philosophy is about aiding andrevitalising a baby’s night’s sleep. The nursery

brand’s range of sleep products uses innovativedesign features coupled with high-quality,environmentally friendly fabrics to promote

healthy sleep. Key is the ErgoCocoon, which isa take on the traditional swaddling blanket.

—Stand G34

STICKY FUDGE

Designed with vintage styling and a timelesscharm, Sticky Fudge caters for ages 0-7 years,with collections designed and tailored in CapeTown, South Africa. Most of the garments are

also manufactured in Cape Town, produced fromnatural fabrics and featuring prints and trims.

—Stand D16

NIKOLIA

Childrenswear label Nikolia creates funclothing to make children feel at ease and

comfortable. Detailing can be found in the form of buttons, laser treatment

and fabrics.—

Stand A54


PIUPIUCHICK

Childrenswear brand Piupiuchick offerscoordinated looks that allow siblings, cousins or

friends to dress in complementary fashion.Detailing is key, seen in frills, ribbons, linings,

buttons and tags.—

Stand VB2

THE LITTLE TAILOR

Signature pieces include cardigans, blankets,hats, knitted booties and teddies. For a/w 14,

there are new lines in jersey items such asdelicate T-shirts, hats, bodysuits and sleepsuitsand, adding to its current knitwear collection,

jumpers and all-in-ones in cotton andcashmere mixes.

—Stand B1

MIMO

Specialist bespoke children’s trouser brandMimo will showcase its new a/w collection for

ages six months to six years. The range featurestrousers, dungarees and romper suits in a

choice of cottons and cotton mixes, with keystyles including bow-fronted trousers, classic

corduroys and straight-cut velvet trousers.—

Stand C38

TUTU DU MONDE

Tutu Du Monde’s collection includes tutudresses and skirts made from naturalmaterials, cottons and silks, often withbeading and reminiscent of a vintage

garment. Flower and princess dresses, hairclips, headbands and accessories also

feature, with pastel colours, silk ribbons,sequins, crystal beads and feathers key.

—Stand A3

OLANG

On offer amid snowboot brand Olang’skids’ collection this season is the Kelly style.

Design features include a glossy quiltedupper, faux-fur cuff, Sherpa fleece lining,

lightweight and flexible sole, deep tread anda full front zip. Available in a wide range of

colours including neon shades. —

Stand E8

I LOVE GORGEOUS

Rich in heritage, the a/w 14 collection takes itscue from the British Isles. Materials are

luxurious and include wool, cashmere andvelvet, while partywear is decorated with

elaborate finishes. Prints feature throughout,with fox prints and ditsy florals on playsuits,

dresses and tops. Woollen coats, faux furs andvibrant tartan chiffon are key, as is the brand’s

Snow Queen dress.Stand B2


DAINTY DIZZY

New UK-manufactured occasionwear brandDainty Dizzy for girls aged up to 12 years

returns to the show this season following its s/sBubble debut. The range includes dresses,

skirts, accessories and personalised T-shirts.—

Stand G13

BEATRIX NEW YORK

New York City company Beatrix offers a rangefeaturing a variety of original characters acrossproducts such as backpacks, lunch boxes and

wheelie suitcases, all made with a focus onsimplicity, quality and fun.

—Stand C23

LUCY PEACH SLICE

Girlswear brand Lucy Peach Slice caters forages 2-12 years and utilises photographs to

create unique fabrics that sit alongside T-shirtsprinted with handwritten messages.

—Stand G35

LABEL LAMB

New British brand Label Lamb for ages 1-6 years offers tank tops, jumpers, cardigans,

dresses and scarves made from recycled, 100 per cent cashmere. Due to the nature of

manufacture, each garment is a one-off and isoffered in a choice of three colourways – pastel,

muted or monochrome.—

Stand E58

9 LONDON

Maternity brand 9 London’s offer includes amaternity body care range by Emily Evans

created especially for expectant mothers andpacked with beneficial and natural ingredients.

Products include stretchmark cream and bust-firming lotion.

—Stand G66


RACHEL RILEY

This season, British label Rachel Riley drawsinspiration from the 40s, 50s and 60s, with

fine tailoring, hand smocking, hand embroideryand vintage-inspired prints designed by, and

exclusive to, the brand. Handmade partyslippers also feature.

—Stand B7

PAGLIE

Cosy styles are key for girls, with a warm shadeof red as a basic colour. Romantic embroideries

of cherry blossom branches and exotic birdsfeature, as do layer dresses made of tulle and

cotton and knitwear. Colours are subtle forboys, with key pieces including jackets with

cosy linings.—

Stand E25

ZOOBUG

Children’s eyewear brand Zoobug has a newfocus for 2014. Highlights include ZoobugDaisy sunglasses in three new colours. The

label has also expanded its optical collection totarget the teen market, adding bigger eye sizes

for bestselling styles.—

Stand D4

CUTE CUTE

Cute Cute offers handmade products for girlsand boys. For babies’ and girls’ occasionwear,

the brand provides tutu skirts, headbands,bows, clips, baby socks and lace sandals, with

party and everyday hair accessories alsoavailable. For boys, bow ties and onesies are key.

—Stand VE4

HATLEY

Hatley’s new a/w 14 collection is showcased tothe UK at Bubble this season and includes boldstripes, soft patterns and stars, with the brand’s

new reversible puffer winter coats key. Newprints have been added, including Big Rig

Trucks and Party Owls.—

Stand C41

LITTLECHOOK

Produced in the UK for 0-6 years,childrenswear label Littlechook’s colour-pop

collection features large-scale, bright prints ofkids’ favourites such as dinosaurs and ponies.

Personalised number T-shirts and limited-edition seasonal ranges for Halloween,

Easter and Christmas also feature.—

Stand VE2


DIMITY BOURKE

Entitled Into the Woods, Dimity Bourke’s a/wcollection features three vintage sari inspiredsignature prints – Black Beauty, Red Russianand Rose Garden. A key piece is the quilted

Imperial Jacket in digital-printed cotton satincomplete with embroidered detail, contrast

lining and hand-beaded tassel belt.—

Stand B11

MOLO

Molo offers a new interpretation of the urbanlook for a/w 14, experimenting with structureand texture. Key for girls are graphic lines in

jersey and on jeans, animal prints and metalliceffects on fabrics and zippers. For boys, flecked

sweats and jeans, washed two-tone cord and varsity effects all feature.

—Stand C12 + C19

LOVE SOAP

Love Soap is a new range of organic,handmade bath products designed especiallyfor children. All Love Soap ingredients have

been sourced through organic farmingmethods and do not include any harmful

chemicals. Ranges include mandarin and lavender.

—Stand G25

EMEL

Handmade from Italian leather, Polish footwearbrand Emel’s shoes come with a lifetime

guarantee. All leather used by the label for itsshoes is free of carcinogenic chromium.

—Stand B51

NATURE ZOO OF DENMARK

Danish baby and children’s brand Nature Zoospecialises in hand-crocheted baby and

children accessories, with animal designs key.Products are handmade from Oeko-Tex 100

bamboo yarn and CE marked. —

Stand D41


LILLY + SID

Inspired by the British tradition of pantomime,the a/w 14 collection offers an element of

dress-up, with new accessories, integral masks,3-D features, new characters and a rich colour

palette reminiscent of vintage theatre. Also neware knitted playsuits, standalone collars and a

seasonal Christmas collection. —

Stand C32

LITTLE JOULE

Highlights for girls include transitional pieces,equestrian elements, sequins, tulle skirts andembellished jewels for the festive season. For

boys, outdoors is a key theme alongsidetransitional items and a heritage feel to

traditional pieces for the seasonal period. TheBaby Joule and Toddler Joule collections offer

colour, character, charm and comfort.—

Stand C1

GNU BRAND

Lemon Loves Lime is the parent company ofLemon Loves Layette, Lemon Loves Lime and

Gnu Brand (pictured). The clothing lineincludes ruffles, graphic tops, denim, dressesand fashion-forward basics for infants up to 10years of age. All lines are manufactured in Peru

in 100 per cent Pima or Peruvian cotton.—

Stand A55

ELKS & ANGELS

Elks & Angels is an American brand of luxuryAustralian sheepskin accessories for babies.

The label’s sheepskin cuddle bears are a core product, available in two sizes and

three colours.—

Stand VE10

CHIPMUNKS

Chipmunks footwear offers a fun andfashionable children’s collection. Infant shoes

are flexible, roomy and simply made, with widerfits accommodating young toes and allowingfeet to grow naturally without restrictions. The

range is mainly produced from soft leather andsuede, with linings including fleece.

—Stand A4


LUCAS FRANK

Catering for 18 months - 12 years, Lucas Frankcontinues into a/w 14 with the same core ethos

of offering “boyish” British-style boyswear.Highlights include a bright winter palette, new

polo, hoodie and rugby tops, and the introductionof headwear, jackets, accessories and a limited-

edition US line to complement the brand’sranges for the US and Canadian markets.

—Stand C40

ISBJÖRN OF SWEDEN

Isbjörn of Sweden will showcase a collection ofoutdoor garments, which are fully windproofand waterproof yet breathable and producedfrom eco-friendly materials and membranes.Design highlights include “grow cuffs” in the

brand’s padded jackets and pants, whichexpand by one size to extend the life of

the garment.—

Stand B28

BÓBOLI

Four main themes feature for a/w 14. City Walk,where red is key, along with knitted fabrics and

inspiration from big cities such as New Yorkand London. Colour Block focuses on clean,strong colours, patterns, stripes, velvet and

corduroy. Cold Days has a retro and vintage air,while Forest Stories features warm colours

and jacquards.—

Stand G4

ORGANIC CHILDREN

All Organic Children products are suitable forthose prone to eczema, psoriasis and other skin

allergies. Highlights include the certifiedorganic Berrie Smoothie scented shampoo and

conditioner with a new raspberry, apple andvanilla aroma.

—Stand A6

BABEROO

London independent retailer Carry Me Homehas teamed up with tights brand Baberoo to

create a capsule collection of children’s tights.Featuring organic cotton styles for ages

newborn up to three years, the range offers funprints and a colour palette of grey, red, navy

and pink.—

Stand VE10


FRUGI

Amid its a/w 14 offer, Frugi has two newranges – “made in the UK” luxury merino and

cashmere knitwear and an environmentallyfriendly outerwear range made of 100 per centrecycled bottles. The outerwear offer includes

water-resistant coats, and pram suits completewith reflective detailing.

—Stand A1

LITTLE BU

Nail Polish brand Little Bu’s range now includesthe addition of a paint-on, peel-off nail polish

line. The range is non-toxic, odourless andavailable in four bold and creamy shades –

pink/red, teal, orange and fuchsia.—

Stand VC2

MAXOMORRA

Swedish brand Maxomorra is characterised bybold prints, colours and co-ordinating

accessories, with the majority of the rangemade from organic cotton. New for a/w 14 is anoutdoor collection of shell jackets, fleeces and

rainwear as well as an extended print rangewith scarves, hairbands, gym bags, baby

blankets and booties.—

Stand E9

BONNIE BABY

A/w 14 highlights include Zebra intarsiasweaters, all-over rabbit-print fleeces and

colourful geometric Fair Isles and stripes. Foxand panda intarsia motifs make a return, as dostar and cloud motifs on appliqué jerseywear.Colours are black, white and tonal greys with

colour pops of yellow, pink and blue.—

Stand D19

TOBY TIGER

Highlights from Toby Tiger include the brand’ssignature organic jersey appliqués, printedcorduroy, raincoats with matching wellies,

snowsuits and padded jackets, all bearing thelabel’s colourful prints.

—Stand A20

LOVE FRANKIE

This season childrenswear and homewarebrand Love Frankie Bubble makes its Bubbledebut to showcase its first collection. Taking

inspiration from vintage, retro andScandinavian design, key items include

cushions, lampshades, twirly skirts and braces.—

Stand B54

ChipmunksSTAND A4

Chipmunks footwear is a collection of fun andfashionable infants shoes. AW14 boys range ismilitary inspired and for girls we have animal printand antique florals. Sizes 4-2 available.

Sophie Young (Sales Manager)Tel: 01925 710110Email: [email protected]

CaracoteenSTAND VC6

is exclusive innovative French brand for theteenage girl and her little sister, includes nightwearwith nighties and boxers. e other major partincludes daywear with bras, brassieres, caracoes,panties, shorties and briefs.

Tel: +33 (0)663 80 76 63 Email: [email protected]: +33 (0)661 96 18 52 Email: [email protected]

4funkyflavoursSTAND A12

4funkyflavours is a fun funky brand from eNetherlands that offers cool kids clothes with a '70sfeeling.

Tel: +31 402 180 567Email: [email protected]

Angel DearSTAND E23

From our classic blankie to our fine apparel, everyAngel Dear product upholds our commitment tobeautiful quality. Based in California, we have sold ourlines in the finest boutiques and department storesand are now pleased to bring our collection to the UK.

Tel: 510 395 1359Email: [email protected]

Angels and FishesSTAND G1

Christening and Occasion wear Handmade inEngland. Established in 2009 Angels and Fishes createmagical occasion wear using beautiful silks andNottingham laces and with special attention to detailwhich make the garments items to treasure.

Tel: 01604 710851Email: [email protected]

CottonbabySTAND VE6

An exciting Korean label now lauching in Europe!From elegant girl's dresses to colourful vintageinspired kids clothes and accessories. All designedand made in South-Korea. Aged 2-9 yrs.

Tel: +358 505016198Email: [email protected]

Crowns & CoronetsSTAND VB10

British luxury label, Crowns & Coronets, createssumptuously so and ethical knitwear for 0-6 yearolds. Each garment is handcraed in England from ablend of the purest Himalayan yak down and thefinest sustainable bamboo.


CraghoppersSTAND E48

For kids, it's all about adventure. Our tough, practicaloutdoor clothing helps keep them protected whateverthe weather.

Tel: Sales on 0161 749 1300Email: [email protected]

Emile et RoseSTAND C43

e best of British babywear - beautiful attention todetail, gi presentation and accessories with mostoutfits. Classic velour coats for boys and girls arealways a favourite.


HatleySTAND C41

Playful and colourful prints matched with excellentquality are what make Hatley every childs favourite.


Dainty DizzySTAND G13

Dainty Dizzy, a new UK brand, design luxurious yetfun special occasion wear for younger girl's. AW 14collection plays on magical winter themes that willtruly fire up the imagination!


FrugiSTAND A1

e Best Childrenswear on the Planet: Beautiful, ethical, and organic.


Green PeopleSTAND A6

Baby Bathroom Essentials - Goodness you can Trust.Give parents the choice of organic purity by stockingGreen People’s certified organic baby products!Favourites include our “Hello Baby” gi sets.


Kissy KissySTAND G8

Kissy Kissy’s wonderful layette Collection all in thevery finest 100% Pure Pima Cotton. Beautiful embroidery and gorgeous fun prints, a mustfor every new baby!

Tel: 44(0)1442 248103Email: [email protected]

DidriksonsSTAND C46

e collection for winter 2014 includes stylish, funand highly practical designs that will keep kids dry,warm and fully protected from the elements. Jackets,pants and coveralls are cut to allow total freedom ofmovement so the kids can play outside all day.

Tel: 07979691899 /01275 390451Email: [email protected]

LebluuSTAND VB3

Lebluu is designed to do more than covering yourbody and being fashionable. We do amazing clothesto play.

Tel: +34 937578081Email: [email protected]

Lilly + SidSTAND C32

Multi award winning brand Lilly + Sid drawinspiration from the tradition of Pantomime for theirAW14 collection. New pattern cutting techniques andlayering pieces feature in the trend-led collection witha fun, funky, heritage twist.Wholesale prices £5 to £16. Age range: 0-8yrs

Tel: 00441788332278Email: [email protected]

Powell CraSTAND D44

With it’s wide selection of childrenswear PowellCra’s product launches for the new season lookabsolutely adorable. New products includebabygrows, jumpsuits, cotton knit pyjamas andfabulous new knitwear ranges.

Tel: +44 (0) 1273 622023Email: [email protected]

Mitty JamesSTAND A22

High quality Beach and Swim styles for kids 3months-13 years. Classic and fashionable designs.Great UV sun protection range including Hats. All designed in the UK.

Tel: +44 (0) 1442 289898Email: [email protected]

Rachel RileySTAND B7

Award-winning British brand Rachel Riley introducetheir AW14 Collections. Exclusive vintage-inspiredprints, beautiful party dresses and hand smocked,embroidered and classic styles for girls, boys andbabies.


LucypeachsliceSTAND G35

Personal photographs create signature prints for thisbeautiful collection. Key pieces are skirts, dresses andharem trousers, while handwritten messages printedon tees complete the look for girls 2-12.


SOOKIbabySTAND D1

Australian brand SOOKIbaby offers refreshinglyquirky designs for babies! SOOKIbaby signature styleincorporates unique designs, excellent quality fabricsand clever detailing.

Tel: 61 2 9505 8700Email: [email protected]

Rêve d'antanSTAND G300

CHIC & CLASSIC: We wanted to give your children a collection of pyjamas and nightdresses -White, Poetic and Romantic. ese sleepwear are cut innoble materials and 100% natural.Cotton, silk, linen and fine finishing.

Tel: 0033 6 85 05 56 34Email: [email protected]

KiteSTAND B31

Planet-friendly kit. So organic fabrics. Beautifulcolours and prints. Relaxed styles. oughtful details.Brought to life with passion and care by the sea inDorset. For babies and children from 0 to 11 years.

Tel: +44(0)1202 733222Email: [email protected]

Toby TigerSTAND A20

Colourful organic and ethical clothing for babies andkids up to six. Unique colourful prints and simplebold motifs give this modern brand a recognisableidentity and lets kids be kids!

Tel: +44 (0)1903 766777Email: [email protected]

Sticky-FudgeSTAND D16

e Sticky-Fudge collections are designed with avintage, trendy styling and a sense of everlastingcharm. ese timeless collections are available fromnewborn to 7 years.

Tel: +27(0)87 151 4883Email: [email protected]

Young SolesSTAND VD4

A children’s footwear brand that evokes memoriesfrom a bygone age, blending retro-cool with classicBritish styles and cramanship for children fromtoddler to 10 years. Shoes for Young Soles.


ONceUpON a TIme IN a laND far, faraway...The latest looks for autumn/winter 2014.


RapunzelGABRIELLA – Red heart dress, Rachel Riley, £35, 020 7935 7007 : Red tights, stylist’s own : Blue shoes, stylist’s own

This page – Pied PiperARCHIE – Blue blazer, Marmalade & Mash, £30, 07850 897304 : Check shirt, Marmalade & Mash, £14.50, 07850 897304 : Turquoise trousers, Hugo Boss, from £29, 020 8964 8605 : Hat, stylist’s ownGABRIELLA – Black faux-fur coat, BillieBlush, £29, 020 8964 8605 : Black cross-body bag, Little Marc Jacobs, from £51, 020 8964 8605 : Black tights, Country Kids, £3.95, 01883 740066 :Headdress, stylist’s own : Silver shoes, stylist’s own

Opposite: Mary Mary Quite ContraryGABRIELLA – Green dress with sequin appliqué detail, I Love Gorgeous, £43, 01748 822055 : Purple faux-fur collar, I Love Gorgeous, £14, 01748 822055

This page: Wind Up DollARCHIE – Blue shirt, Ben Sherman, price on request, 01992 538003 : Red tank top, Their Nibs, £14, 020 7101 0351 : Green trousers, Marmalade & Mash, £16.50, 07850 897304 : Brown suede boots, Start-rite, price on request, 01603 595200 : Bow tie, stylist’s own

Opposite top: Jack & JillARCHIE – Mustard cardigan, French connection, price on request, 01992 538003 : Check shirt, Marmalade & Mash, £14.50, 07850 897304 : Navy corduroy trousers, Marmalade & Mash, £16.50,07850 897304 : Navy shoes, Young Soles, from £30.82, 07515 369391 : Crown, stylist’s own, Red cape, stylist’s ownGABRIELLA – Bow hairband, I Love Gorgeous, mushroom sequins £9 and blue chiffon £5, 01748 822055 : Gold jacket, Angel’s Face, £28, 01732 823700 : Check blouse, Marmalade & Mash,£13.50, 07850 897304 : Lace metallic skirt, I Love Gorgeous, £22, 01748 822055 : Brown tights, Country Kids, £3.95, 01883 740066 : Grey boots, Young Soles, from £32.06, 07515 369391

Opposite bottom: CinderellaGABRIELLA – White appliqué dress, Mischka Aoki, £557, 07872 163682 : Sliver ballet pumps, Angel’s Face, £13, 01732 823700 : Pink ballet pumps, Angel’s Face, £13, 01732 823700

This page: Jack & the BeanstalkARCHIE – Denim shirt, Hugo Boss, from £29, 020 8964 8605 : Navy trousers with braces, French Connection, price on request, 01992 538003 : Navy Shoes, Young Soles, from £30.82, 07515 369391 : Mask, stylist’s own

Opposite: Hansel & GretelARCHIE – Grey print shirt, French Connection, price on request, 01992 538003 : Grey trousers, Hugo Boss, from £29, 020 8964 8605 : Navy shoes, Young Soles, from £30.82, 07515 369391 :Hat, stylist’s ownGABRIELLA – Print dress, Aravore, £32, 020 8347 5752 : Black tights, Country Kids, £3.95, 01883 740066

Stylist: FRAN LEE www.franleestylist.co.uk www.productionelement.comPhotographer: SONYA HURTADO www.sonyahurtado.co.uk

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The look: Children uncover treasured trunks filled with artefacts from their privileged Eastern European ancestors. Inspiration: Formal Polish portraitsfrom the 30s / Storybook illustrations from Eastern Europe / The Polish Pavilion at Shanghai World Expo 2010 / Saint Basil’s Cathedral in Moscow /Polish folk tableware and costumes / Floral painted homes in Zalipie. Key collections: Illudia, Bimbalina, Condor, Boboli, Foque, Quis Quis.

Floral painted home inZalipie, Poland

Polish mountain slippers

Traditional paper Polishchandelier

Traditional mountainneckerchief

Illudia

Bimbalina

Fun & Fun

Bon Chic

Condor

Boboli

The look: Young yogis retreat to the mountains in search of the truth in a realm of silence. Inspiration: Nicholas Alan Cope’s Whitewash / Lee Jin-Man’s Little Buddha Camp / Nature botanical charts and terrariums / Nature photography by Franck Juery / Home decor by Amanda Weiss / Lucas Maassen’s Yoga Chairs / Michael Schooner’s origami art. Key collections: Pale Cloud, From the World, Condor.

Michael Schooner, Z Step Lucas Maassen, YogaChairs, 2008

Shannon Rankin Heave,2011

Interwoven Baskets

Stride Rite

Pale Cloud

Pale Cloud

From the World

Stride Rite

Stride Rite


The look: Bedtime brings magical adventures with mystical creatures in imaginary lands. Inspiration: Child photography by Jacqueline Roberts / RickOwens furniture / Dark animal-themed art / Haunting children’s books such as The Child in the Oak / Childhood superstitions and rituals /Spellbinding bedtime tales that teach life lessons. Key collections: Phillip Plein Petite, Bonnie Young, Quis Quis, Illudia.

Yago Partel, Zoo Portraits,2013

Jacob Kassay, The Gestureand the Sign, 2013

Margeaux Bucher, LeatherFeathers, 2013

Rose Window in YorkMinster, 1500s

Philipp Plein Petite

Bonnie Young

Fun & Fun Girl

Oh Soleil

Monnalisa

Miss Blumarine

The look: Young urbanites cover a run-down factory in neon day-glo paint. Inspiration: Colourful paintings by Kirra Jamison and Mathis Rekowski /Pencil shaving art by Helga Stuber Nicolas / Lego-inspired Uanyi backpacks / Woods of Net playground in Japan / Uplifting graffiti art / Day-glo paint.Key collections: Agatha Ruiz de la Prada, Silvian Heach, Diesel, Boboli, ICE Iceberg.

Richie Talboy, Still Lives —Olympics, 2012

Mathis Rekowski, Science of Reality

Helga Stuber-Nicolas, PencilShaving Cube

Cute Graffiti Tee, a/w 13

Silvian Heach

Agatha Ruiz de la Prada

Agatha Ruiz de la Prada

ICE Iceberg

Petite Parade

Diesel


BOBUX

Bobux offers baby, toddler and pre-schoolshoes designed to mimic the freedom of going

barefoot. New for a/w 14 includes the splashboot range, available in five colourways,

featuring water-resistant “splashtex” leatherand 100 per cent herringbone wool lining.

—

O’NEILL

Influenced by a Siberian adventure, the a/w 14O’Neill kids’ footwear collection includes 16

styles, ranging from street-inspired hi-tops towarm, snow-ready boots. Favourites in the new

collection are the retro-inspired Crusher 2 for boys and the Furry for girls, which is

built for warmth with faux-fur trimming andsuede upper.

—


DANCO

Key styles shown by established children’sfootwear specialist Danco include a girl’s wedgesandal, a girl’s ivory shoe with a pearlised-look

upper and satin diamante trim suited forparties, communions, weddings and special

occasions, and girls’ glitter party shoesdecorated with diamante ornament.

—

PIPPO

This season, Pippo’s collection has beenenhanced to provide further comfort and

protection for children’s feet. New featuresinclude a range of sole units and upper

patterns designed to be more durable and easy to wear.

—

LELLI KELLY

Key this season is the mid-canvas embroiderydecorated boots, embellished with beads and

suitable for younger girls through to teens.Design features include pure cotton uppers,natural rubber outsoles and leather in-socks.

—

RICOSTA

The skater theme continues within Ricosta’slatest offering, featuring coloured sole units

complete with a contrasting flash of colour. Alsokey are decorative stars, studs and buckles;pearlised and subtle glitter leathers; patentsand hints of animal print for girls; and thetheme of outer space, waxed leathers and

earthy tones for boys. —

PRIMIGI

For more than 30 years, Primigi has been thebrand of choice for Italian mothers, making

footwear for children aged 0-14 years, focusingon quality, style and attention to detail. Designs

with a Gore-Tex membrane are available. —

FRODDO

Featuring shoes and boots in a variety of stylesand materials, Froddo’s a/w 14 collection

focuses on simplicity of design and mono-coloured styles. Detailing is found in

flowers, hearts, numbers and stars in stitchingand crystals. Other highlights include a classic

retro-style line and water-repellent leather.—

PETASIL

With the tag line, “Where fashion meetsfunction”, key styles within Petasil’s collectioninclude a classic, unisex loafer in a choice of

patent or plain leather – ideal for school – and alace-up black ankle boot for both boys and

girls, complete with a striking orange-colouredgrip sole and side zip for ease.

—

PODLERS

Pod footwear returns with its Podlers canvascollection for kids featuring scented soles. Keyfor girls are daisies, butterflies, bees and glitterstyles. For boys, meanwhile, sports and racingdesigns are particular highlights. Each shoehas fixed elastic laces, with certain styles also

including a Velcro strap.—

IPANEMA

Brazilian, 100 per cent recyclable andsustainable footwear brand Ipanema will unveilthe Ipanema Gisele Bündchen s/s 14 collection

for girls and baby girls. While reflecting thewomen’s styles, which include a gladiator

sandal with adjustable ankle strap, thechildren’s range features pastel pink and

purple for a softer look.—


01: TRUNKITravel pillowPrice on request0117 954 2781

04: BECKY BAURCushion £19 07890 452268

02: POP CUTIENecklace¤1007900 187669

05: SUNPROOFFrog sunglasses case£1.5001460 258040

03: MINISERIVintage sport print satchel£38020 3137 3503

06: SARA LOWESAnimalesque blue rabbit headdress£17.5007599 160674

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63:News

64:Woven in Wales

The latest on the second-generationfamily business, which recently

underwent a rebranding

66:Magic for business

How TheMagicTouch is putting imagetransfer printing back in the hands of

suppliers to schools

ROWLINSON


In order to reach all the key players within theschoolwear industry, CWB is emailing out adigital version of its schoolwear section everyissue to over 2,600 schoolwear retailers andsuppliers.

Following print publication of every issue of themagazine, therefore, the team behind CWB willsend out an email with a link to an electronicversion of the schoolwear section, which canthen be viewed as a page turner online. Byreaching a wider audience through digitaldistribution, CWB aims to boost brand awarenessamid the industry, as well as ensuring schoolwearadvertisers are reaching their full target audienceyear-round, with advertisements now beingviewed both in print and online.

Established in 1983, Cardiff independentsporting goods and schoolwear retailer YC Sportsis seeking wholesale accounts for its rapidlydeveloping own-label school uniform brand, Less is More.

The main line comprises trousers designed in aslimmer fit, popular with pupils yet still classicenough to be school-friendly. Girls’ trousers areavailable in slim or regular fit, while the boys’trouser is in a slim-fit chino style. The brand’soffer also includes a basic skirt, knitwear rangewith bespoke options and as of last year, blazers,also with bespoke options. The school bag rangeis set to be expanded and a range of schoolshoes is also in development.

This year’s edition of The Schoolwear Show,taking place on 12-14 October at Cranmore Park,Solihull, is set to offer a host of new incentivesfor visitors.

First and foremost, the show is being opened upto a broader selection of exhibitors from theschoolwear industry, making this year’s event thelargest and most varied yet.

Other developments for 2014 include new-lookbranding, daily transport provided to theexhibition from two local hotels and increasedpromotion throughout the year via CWBmagazine, The Schoolwear Show’s official media partner. Exhibition updates and links to its social media can be found atwww.theschoolwearshow.co.uk.

Sheffield personalised schoolwear supplierSchool Trends won the Philip Baxendale Awardfor Employee Engagement at the recentEmployee Ownership Association’s Gala Dinner.

The annual event, which celebrates excellence inemployee ownership, took place at the NationalMotorcycle Museum in Solihull.

The award was presented to a select group ofemployees from across the business who wereinstrumental in putting together a detailedproposal on how School Trends engage itsemployees.

Chelmsford family business Schoolwear Plus wasrecently selected by Dragon’s Den star TheoPaphitis as a winner of his Small BusinessSunday (SBS) competition. The retailer went onto meet Paphitis at an exclusive event for SBSwinners at the ICC in Birmingham.

SBS sees businesses tweeting Paphitis abouttheir companies on a Sunday between 5pm and7.30pm including the hashtag #SBS. Six winnersare retweeted every Monday at 8pm and invitedto enter their business profile on the SBS websitefree of charge. Since winning, and having itsmessage retweeted by Paphitis to his 402,000-plus followers, Schoolwear Plus hasgained over 200 more Twitter followers and seenincreased interest from customers.


Located in Pembrokeshire, South West Wales,The National Weaving Company is a second-generation family business that wasestablished by mother and daughter duoChristine and Louise Astley in 1987 with just asingle loom. With the support of twoschoolwear agents, Don Haycox and KeithWatts, the pair worked tirelessly to get thebusiness off the ground, with the company’sfirst Back to School period proving somethingof a baptism of fire as the little team took it inturns to sleep by the loom and change namesand colours throughout the night.

Over the last 27 years, however, The

National Weaving Company has steadilygrown, in every sense. The product range hasexpanded from just one sew-on nametapeproduct at launch to over 20 today. And, asthe product range has grown, so has thebusiness’ accounts, which now exceed over800 schoolwear retailers. Accordingly, theworkforce has risen to a team of 20permanent staff, comprising skilled weaversand technicians to operate the looms as wellas additional temporary staff hired during thepeak summer months.

While the company’s offer has evolvedbeyond just woven nametapes and labels to

include other personalised products, wovenitems remain at the core of the business. Thebestseller for the school sector is thetraditional, 8mm woven sew-on nametape.Also key is the woven iron-on nametape,featuring a heat seal yarn on the back, that isapplied to clothing with a household iron andthe company’s ID Tags designed for sewinginto sports kits, which are woven with large,bold lettering to provide quick and easyidentification making them a favourite withschools. Other popular products include thesatin iron-on name label for clothing, whichprovides a soft surface and minimises any


possible irritation, making it ideal for everydaywear when used in school shirt collars. RivvitNametape Fasteners, meanwhile, are acomplementary product that allow for quickand easy attachment of woven name tapesinto clothing by riveting them into existingwash care labels quickly and simply with noother tools required.

The National Weaving Company’s non-woven products for the school sectorinclude the Peel ’n’ Stick Shoe and Propertylabels, which are a set of easy-to-use stickersfor labelling shoes and other non-clothingitems. Super Sticky Name Labels, meanwhile,provide fun and colourful stickers designed foryounger children to be used for identifyingnon-clothing property such as lunch boxes,with the stickers being both microwave anddishwasher safe. Similarly, the Super FunName Stickers range offers packs of colourfulstickers in a choice of 15 designs for non-clothing applications, again, targetingthe younger age group. The National WeavingCompany can also provide a printing systemfor retailers, allowing them to produce printediron-on labels instantly for their customers in-store. Designed to help increasedschoolwear retailers’ add-on purchases whencustomers are at the till, the system allows aset of personalised printed labels to becreated and bagged with instructionsinstantly. The system comes with the option ofa bespoke keyboard or software provided byThe National Weaving Company complete withtechnical support as well as stock of blanklabels and ink ribbons.

Beyond labels, The National WeavingCompany serves the school sector with arange of personalised rucksacks and bookbags for school items as well as personalisedgym bags for PE and swimming gear, helpingto keep students’ belongings identified andtogether. Personalised product also extends topencils, with sets of 12 HB available with achild’s name stamped in foil onto each one.Personalised colouring pencils are also

provided, presented with a sharpener and aneraser in a roll-up case which, as with eacheach individual colouring pencil, is stampedwith the child’s name.

Following the recent retirement of thecompany’s founder, Christine Astley, the reinsof the business are now in the hands of herdaughters Caroline and Louise. With a strongproduct range under its belt, the secondgeneration of the business is busy paving theway for the company’s continued growth anddevelopment. While maintaining the valuesand ethos embedded in the business by theirmother, Caroline and Louise are also keen tocarry the company forward.

Developments, therefore, include theWelsh manufacturing premises’ recentrefurbishment to accommodate a new rangeof looms complete with the latest computersoftware custom-designed to the business’own specification. In-house manufacturing iscore to the business’ success, so investmentin production is paramount. By retaining itsmanufacture in the UK, the company canoversee all stages of production, qualitycontrol and distribution. This is exemplified inno better way than during the peak Back toSchool period, when, thanks to in-housemanufacturing, The National WeavingCompany is still able to offer same-daydispatch on nametape orders. Essentially,manufacturing in the UK allows the businessto offer its retail customers confidence thatlevels of service and quality will be maintainedyear-round.

While the benefits of in-housemanufacturing are unquestionable for thiscompany, it is not a process withoutchallenges, especially in the UK’s difficult

economic climate – winter cash flow beingone hurdle highlighted by the company.Nonetheless, with a strong team of dedicatedstaff, and by keeping costs tightly controlled,the business maintains its market share andessentially, the delivery times it can achievepurely by manufacturing in the UK enables itto produce sufficient turnover to be asuccessful company.

The premises refurbishmentsubsequently triggered a rebranding of thebusiness last year, with the new look unveiledat the 2013 Schoolwear Show. The reason forthe rebranding is two-fold; as well as updatingthe business’ general representation with abright and fresh new look – re-engagingexisting customers as well as attracting newones – it is primarily to reinforce and reflectthe company’s roots and core message: that isproud to manufacture in the UK.

The new logo, therefore, has beendesigned with the aim of helping clearlydefine The National Weaving Company as aUK manufacturer. It utilises the British coloursof red, white and blue, while the logo’s designreflects the weaving element, with the additionof the year the company was founded in 1987reiterating it is an established business.

The new branding will be featured acrossthe company’s brochures, photography andmarketing material, with the exercisecontinuing into 2014 with the launch of a new website which, as well as incorporatingthe company’s new look, will feature a “trade-only” area for retailers to place orders online.

The National Weaving Company pridesitself on continually working on new creationsand concepts, with its latest developmentbeing a new nametape that incorporates arecently sourced rainbow yarn. Lessspecifically, however, the family business’focus is now on reaping the benefits of itsrecent investments, establishing the new–lookbranding and continuing to build on thesuccess of the first generation’s work.


Since its formation in Germany in 1989 byfounder Juergen Hagedorn, TheMagicTouchhas been pioneering the digital image transferprocess, and today offers full-colour imagetransfer paper and heat presses, together withlaser colour copiers and printers. Its aim is toopen up new and innovative opportunities forbusinesses through full-colour, high-qualityimage transfer printed onto a limitless rangeof application products; everything fromtextiles, metals, glass, leather and acrylicthrough to PU folders, mugs, wood, POSboard and umbrellas. Additionally,TheMagicTouch not only produces andsupplies the products enabling entry into thismarket, it also backs the applications withtraining and marketing support. Essentially,TheMagicTouch can put printing back into thehands of a business, allowing it to deliverpromotional merchandise and create newcommercial opportunities.

TheMagicTouch has chosen now toactively targeting the school sector, havingmade its debut at the Schoolwear Show inSolihull in October. This is simply down tocustomer demand – a requirement fromsuppliers to schools for a marketing tool toimprove contact with customers and makemore money from what is considered a verycompetitive market.

“Over recent years, TheMagicTouch hasreceived an increasing number of enquiriesfrom the school sector, with the combinationof technology becoming easier to understandand the low-space requirement andaffordability of printers making the processvery attractive,” says company MD Jim Nicol,who, in partnership with his sister AlisonNicol, opened TheMagicTouch’s UK officeunder licence in St Albans in 1991 beforerelocating the business in 2000 to its currentUK headquarters in Dunstable.

“The school market is changing, creating real opportunity to get closer, improvecontact and create new business,” hecontinues. “I believe suppliers to schools need to widen the product range and betterengage with schools.”

As Nicol mentions, entry level cost ofprinting equipment has dramatically reducedover the years and is a considerable factor inthe increased demand for TheMagicTouchservice. To put these cost differences intocontext, in the early 90s the only printingdevice available for full-colour transferproduction was that of colour copiers costingin excess of £25K. Additionally, if the userwanted the colour copier to communicate withtheir computer, the cost could easily increaseby a further £10K. With entry level printers

now available for less than £500, cost is nolonger restrictive, and the opportunities togain new channels of business are much morereadily available.

“The introduction of TheMagicTouchprocess to any business helps to sharpen upthe user’s marketing and sales efforts,” hesays. “Having the ability to market-specificproducts to target customers really works, andhas a great crossover towards the B2B market.Our process also creates the opportunity forthe user to assist schools with the manyenterprise schemes now operating, giving thepupils an insight to operating a businesswithin the school environment.”

With developments in technology,experience in training, support for all of itsproducts and by sharing its marketing andsales programmes, TheMagicTouch is able toefficiently assist its school-sector customers increating new business opportunities. For anycompany supplying to schools, being able toproduce a personalised sample for evaluationis important, especially if an event involvesPTA groups or any third-party sponsors.

So, one real key advantage of digitalimage transfer is the ability to producebespoke “one-offs” and short-run productionquickly and cost-effectively, avoiding thetraditional artwork and set-up costs normallyassociated with traditional print anddecoration methods. Also, the process comesinto its own for the increasing number ofevents, projects, shows and field tripsorganised by schools, where the demand forprinted products is increasing but the ordersize is lower. The overall demand for quickerturnaround with increasing requirement forfull colour, or even photographic imaging, isapparent to TheMagicTouch. So, by ensuringall the relevant departments in schools aremade aware that they could have any product

produced with no minimum, and the ability tohave a sample for evaluation without thetraditional set-up or artwork costs normallyassociated, is an attractive prospect.

TheMagicTouch has a clear missionstatement, which is to create and develop newproducts and ideas that offer marketableproducts and applications, something it doesvia the help of two full-time chemists at thecompany’s head office in Dieburg, Germany.One such development helping the companystay at the forefront of the game is its newWoW7.7 for garment decoration, which Nicoldescribes as a real “game-changer”. The newtransfer process offers a multitude ofpotential, creating notable interest from theschool sector due to the ability to individuallypersonalise school leavers’ hoodies.

TheMagicTouch has been recognised overthe years with various industry awards forinnovation, gained ISO recognition andmaintaining consistent reputation forcustomer service and support. With over half the company’s staff having almost 20years’ service, the company seeks to offerstability and clear direction in a complextechnology industry.

“To this day we still have over 50 clientswho have traded with us for over 20 years,”says Nicol. “Back then the technology wassimple – you could only print on white colourtextiles – whereas today, we can decorate anycolour textile or garment plus a host of non-textile products and applications. Wenever have, and never will, consider ourselvesto be the total solution, but we are a ‘risk-free’ piece of this personalised andproduct decoration jigsaw.”

January/February 2014 67� � �

0: 9 London, 020 7351 3077, www.9london.comA: Aden + Anais, 020 7801 6279, www.aidenandanais.com • Adore Baby, 0141 644 4565,www.adorebaby.com • AliOli Kids, 020 3286 1451, www.aliolikids.com • Alphabetty Designs,01892 670968, www.alphabettydesigns.com • Angels and Fishes, 01604 710851,www.angelsandfishes.com • Angel’s Face, 01732 823700, www.angels-face.co.uk • Annafie,020 7602 3850, www.annafie.com • Aravore, 020 8347 5752, www.aravore.comB: Baberoo, 07985 747660, www.baberoo.co.uk • Bambam, 01442 248103,www.finestforbaby.co.uk • Bamboo Baby, 07771 933045, www.bamboo-baby.com • BeatrixNew York, 01264 782665, www.beatrixny.com • Becky Baur, 07890 452268,www.beckybaur.co.uk • Belle & Boo, 0117 924 6382, www.belleandboo.com • Ben Sherman,01992 538003, www.flyersclothing.com • BillieBlush, 020 8964 8605, www.groupecwf.com• Bluebird, 01442 824489, www.bluebirdshop.co.uk • Boboli, 0034 937982000,www.boboli.es • Bobux, 07808 730176, www.bobux.co.uk • Bonnie Baby, 01273 227779,www.bonniebaby.co.ukC: Childs Farm, 01264 736772, www.childsfarm.com • Chipmunks, 01925 710110,www.chipmunksfootwear.co.uk • Cololo, 07715 355393, www.cololo.co.uk • Cottonbaby,0035 8505016198, www.cottonbaby.co.kr • Country Kids, 01883 740066, www.cksox.co.uk •Cute Cute, 07595 171671, www.cutecute.com • Cute Graffiti, 020 8350 8916,www.cutegraffiti.comD: Dainty Dizzy, 07815 146313, www.daintydizzy.co.uk • Danco, 020 7613 5076,www.dancofootwear.com • Didriksons, 01275 390451, www.didriksons.com • Dimity Bourke,0061 280956462, www.dimitybourke.comE: Elks & Angels, 07985 747660 www.elksandangels.com • Emel, 0845 463 8757,www.emelshoes.com • Emile et Rose, 01392 677555, www.emile-et-rose.co.uk • Ergopouch,01444 628192, www.ergopouch.co.auF: French Connection, 01992 538003, www.flyersclothing.com • Frugi, 01326 572828,www.welovefrugi.com • Froddo, 01727 760101, www.kidsnewshoes.comG: Ginger Ray, 0845 680 2975, www.gingerray.co.uk • Gnu Brand (Lemon Loves Lime &Lemon Loves Layette), 0016 302607885, www.lemonloveslime.comH: Hatley, 0015 142728444, www.hatleynature.com • Hokolo London, 07711 698689,www.hokolo.com • Hugo Boss, 020 8964 8605, www.groupecwf.comI: Ipanema, 01992 701832, www.ipanemaflipflops.co.uk • Isbjorn of Sweden, 0046 762244890, www.isbjornofsweden.com • I Love Gorgeous, 01748 822055,www.ilovegorgeous.co.ukL: Label Lamb, 07837 573284, www.labellamb.com • Lelli Kelly, 0039 05834311,www.lellikellykids.co.uk • Less Is More, 07515 753801, www.lim-clothing.co.uk • Lilly + Sid,07789 397092, www.lillyandsid.com • Little Bu, 07771 365457, www.iluvlittlebu.com •Littlechook, 07710 168935, www.littlechook.co.uk • Little Eleven Paris, 020 3137 3503,www.elevenparis.com/en • Little Jalo, 0046 709529710, www.littlejalo.com • Little Joule,01858 435255, www.joules.com • Little Marc Jacobs, 020 8964 8605,www.groupecwf.com • Love Boo, 01924 370240, www.loveboo.com • Love Frankie, 07940421812, www.lovefrankie.com • Love Soap, 07773 767792, www.lovesoapltd.co.uk • LucasFrank, 0870 050 2580, www.lucasfrank.com • Lucy Peach Slice, 07798 771739,www.lucypeachslice.comM: Marmalade & Mash, 07850 897304, www.marmaladeandmash.co.uk • Maud N LilOrganic Cotton, 01295 810008, www.maudnlil.com.au • Maxomorra, 07598 322393,www.maxomorra.com • Milestone Press, 07503 403730, www.milestonepress.com.au/uk •Milk & Biscuits, 0086 15901660226, www.milkandbiscuits.com • Mimo, 07733 266055,www.mimokids.co.uk • Mini A Ture, 020 7348 7316, www.miniature.dk • Miniseri, 020 31373503, www.vida-kids.co.uk • Mischka Aoki, 07872 163682, www.mischkaaoki.com • Molo,07718 987756, www.molo-kids.com • My Little Baby Rock, 0097 2544880459,www.mylittlebabyrock.comN: Nature Zoo, 0045 29723829, www.naturezoo.dk • Nikolia, 0037 065953500,www.nikolia.ItO: Olang, 01787 881147, www.olang.co.uk • O’Neill Footwear, 07795 622982,www.oneill.com • Organic Children, 01403 740350, www.greenpeople.co.uk • Oyu Moyu,020 7183 9301, www.oyumoyu.comP: Paglie, 0049 2236383090, www.paglie.com • Petasil, 0035 1225074153,www.petasilkidsshoes.com • Pigeon, 01865 379230 www.pigeonorganics.com • Pippo, 0191246 1474, www.pippofootwear.com • Piupiuchick, 0035 1913497102, www.piupiuchick.com• Podlers, 01234 240440, www.pod-footwear.com • Pop Cutie, 07900 187669,www.superkidsandco.com • Poppy, 01642 790000, www.poppy-children.co.uk • Primigi,07971 190446, www.primigi.comR: Rachel Riley, 020 7935 7007, www.rachelriley.co.uk • Ricosta, 0116 259 7427,www.ricosta.co.ukS: Sara Lowes/Animalesque, 07599 160674, www.saralowesstudio.co.uk • Snuglo, 020 83478363, www.snuglo.com • Start-rite, 01603 595200, www.startriteshoes.com • Sticky Fudge,0027 0871514883, www.sticky-fudge.com • Sture & Lisa, 01832 776588, www.stureolisa.se• Stylesight, 020 7613 6280, www.stylesight.com • Sunproof, 01460 258040,www.sunproof.co.ukT: Toby Tiger, 01903 766777, www.tobytiger.com • The Fableists, 01376 562846,www.thefableists.com • Their Nibs, 020 7101 0351, www.theirnibs.com • The Little Tailor,07795 022952/ 07766 734156, www.thelittletailor.com • TheMagicTouch, 01582 671444,www.themagictouch.co.uk • The National Weaving Company, 01834 861446,www.nationalweaving.co.uk • The Square Card Company, 01305 458786,www.kalistileman.co.uk • The Typecast Gallery, 01202 849566, www.thetypecastgallery.co.uk• Trunki, 0117 954 2781, www.trunki.com • Tutu Du Monde, 07868 039843,www.tutudumonde.com V: Vevian, 07783 975155, www.vevian.comW: Wild Things Funky Little Dresses, 07976 697435,www.etsy.com/uk/shop/wildthingsdresses Y: Young Soles, 07515 369391, www.youngsoles.co.ukZ: Zippy, 01625 540249, www.zippysuit.com • Zoobug, 020 7253 2527, www.zoobug.com

January/February 201468 cwb-online.co.uk� � �

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Showrooms will be held in Leeds, Manchester andLondon for further info contact Bib SohelTel 07850 754 853email [email protected], FORE!! AXEL AND HUDSON, LEMMI,BEBE BY MINIHAHA, DARCY BROWN,SUGARLOAF KIDS, MINI VANILLA, MINI ZZZA diverse selection of highly desirable brands for UKindependents and stores from baby to 16yrs.European distributor for Fore!! Axel and Hudson.

NORTH EAST

Weldon Agencies, Carr House Business Centre, Carr House Lane, Bretherton, Lancashire, PR26 9ARTel: 01772 603912 Email: [email protected] NO, S & D LE CHIC, DEUX PAR DEUX,ABSORBA / CONFETTI, BOBOLI, POM POM,FUN + FUN, FOQUEEstablished for over 25 years, two generations, coveringall areas of the UK. Representing leading brands fromEurope and Canada, catering for boys and girls 0 to 16years. Styling from contemporary to traditional.

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The Old Barn, Shurnhold Farm Business Park, Bath Road, Melksham, Wiltshire SN12 8DFTel: 01225 700699 Mobile: 07785 290154Email: [email protected]: www.vanhuizen.co.uk www.oililybag.co.ukMIM-PI, PAGLIE

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5 Evelyn Grove, Ealing, London, W5 3QGTel: 0208 992 0552 Mobile: 07860 230918Fax: 020 8993 6568Email: [email protected]: www.minizzz.comCATYA (IT), MINIZZZManufacturers’ and Distributors’ Agent - Northernand Southern Home Counties, including LondonPostal districts. NCWA and APSA member.

Bizspace Business Centre, Unit 203, 4-6 WadsworthRoad, Perivale, Middlesex UB6 7JJTel: 020 8567 2384 Mobile: 07971 190446Fax: 0800 007 3359Email: [email protected] SHOES, FALKE & BURLINGTON SOCKSAND TIGHTS, GIESSWEIN HOME SHOESCovering the whole of the UK with London basedshowroom and offices.

19 Addison Grove, Chiswick, W4 1 EP Tel: 078 5550 9069 Fax: 02081816458Email: [email protected]@breitensteins.comANGULUS AND BOBUX SHOES, CLOTHES FROMCHRISTINA ROHDE, MILIBE, VER DE TERRE, FUB CHILDREN’S WEARAn agency representing classic, stylish andcontemporary Danish children’s clothing and shoebrands. Plus the best baby shoes from New Zealand.

Unit H7 & H7a, Capital House, 2 Michael Road, London SW6 2ADTel: 0207 348 7316 Email: [email protected]: www.solobi.co.ukMINI A TURE, TOFFEE MOON, LILLE BARN, AYA NAYASoLoBi represents modern high quality children’sbrands with a playful attitude and sharp attention todetail. Offers very good and transparent service.

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Unit 1, First Floor, Paragon Works, Wilsthorpe Road,Long Eaton, Nottingham NG10 3JW. Tel: 07967560633 Email: [email protected]: www.vanhuizenagencies.co.ukOILILY CHILDRENSWEAR, ROOM SEVENCHILDRENSWEAR, PERSNICKETY CHILDRENSWEARROOM SEVEN KIDS INTERIORS, BEDDINGHOUSE KIDS BEDDINGVan Huizen Agencies is a young, fresh and vibrantagency, for the more discerning retailer requiringbeautiful and unique collections.

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Laura Turner: What inspired you to launchCraftymothers in 2010?Rachael Lainé: After having kids, you evaluatehow you’re going to manage your careeralongside a dramatically different home life. Iknew that if I was going to continue at directorlevel, I wanted to be working those long hoursfor myself and on something I was reallypassionate about. In the early years ofmotherhood I realised how much is sold as“essential” but is just needless clutter. If I wasgoing to combine my decade of experiencebuilding brands I was going to shake off thelistlessness about yet more products doing thesame thing as hundreds before them.

LT: How did you secure the collaboration withSun-San?RL: I spent a few months persuading thebrand to let me help launch it in the UK. It’s avery small, tight-knit family business, and theywere initially reticent, with enough to do justservicing the massive American market. In theend they agreed but only if I took on the entireoperation – warehousing, distribution,shipping in bulk, not just consulting on brandpositioning. Since working on the brand here,some of my ideas have been taken on boardfor the US market as well, which is a hugecomplement, as it has been trading for over70 years. Right now I’m re-designing thepackaging, and they may choose to roll it outfor the home territory, too.

LT: How has your career background helpedyou run your own business?RL: I’ve not had a traditional career path perse; mostly freelancing. I’ve worked to directorlevel in creative, rich and varied industries –TV producer, events director, marketingconsultant, floristry and product design –holding me in good stead for the many hats Ihave to wear in one working day. In all myprevious jobs I’ve had to bring together variedteams of specialised people to workcollectively on one project and tell a grandstory, and this is no different.

LT: How has Craftymothers developed sinceits launch? RL: Back in 2011, it was just me and mysuitcase of samples tramping fromappointment to appointment. I’ve gone fromworking alone at home to moving into officeswith four employees in October. I started with

an agreement to sell to the UK market, whichthen expanded to include Europe, with myfinal agreement opening up to the majority ofAsia. I launched into six stores in 2011 butwe’ve grown to supplying over 120 shops for2014. These include most of the greatindependents throughout Europe as well asHarrods, Selfridges and Fenwicks. I chose myfirst stockists wisely as I wanted to build thebrand carefully. Sun-San has been completelyrepositioned for this market, and so I chose tosell my first pairs to award-winning styleleaders such as children’s independents Olive Loves Alfie and Kidsen, who I knewwould champion the brand and show italongside the most authentic kids’ labels.

LT: What ingredients does a brand need tohave to stand out from the crowd for you?RL: You can’t go wrong with the magictriptych – authentic history, great classicdesign and a truthful USP.

LT: Do you represent any other brands, orhave plans to do so? RL: I can’t stop seeing opportunitieseverywhere, but I have to reel myself in. I’vegot my eye on another fashion brand forwinter, but if I’m sensible I will focus purely onthe sandals for the next few years. I’ve justbeen granted the majority of the Asianterritory and I’m looking forward to replicatingthe slow and steady growth over there. Everymember of our team speaks a secondEuropean language, so we’ve been fortunatewith building the success in the UK andEurope and now it’s next stop Asia. Ilived in Hong Kong for over 20 yearsand my right-hand woman speaksMandarin fluently, so we are well-placed to open up theright doors.

LT: What are the plans forCraftymothers?RL: Ultimately, I want aportfolio of great brandsthat make up our lifestylesurvival “kit”.

CWB MAGAZINE JANUARY ISSUE 86

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